I discovered this gem entry by Tom Asacker about branding and how marketers need to move from mystery to madness. It comes back to the democratization of marketing into our consumer’s hands.
We are moving into a wild west of marketing where the power of the individual may outweigh the power of massive corporations. Those companies that learn to partner with their consumers in the evolution of their brand will be those that are embraced, while those that try to use the old methods of brand advertising (dictation) will not. You may create an expectation of your brand but today’s consumer will refine it through the powerful communication tools that they have. If you search ICP Solar on the internet, you can find many comments and personal webpages of experiences with our solar panels (on this Amazon.com page you note a number of positive comments but one negative. We tried to find Mr. Bloom without success to help him with his issue. Funny enough his address matches that of a competitor’s but that must be pure coincidence). 
Nothing speaks louder than a happy customer..actually one thing does…an unhappy customer.
“She told two friends, and they told two friends…”
Sass