If social media has taught CMOs one thing, it's that we no longer own our brands. The world now engages in a nonstop conversation and consumers expect that dialogue to continue when they interact with companies.
Today anyone with Internet access and an opinion about a product is helping shape perceptions of your corporate assets. Think of it as billions of potential brand managers - whether you want them or not.
Over the past five years, Kodak has undergone a radical transformation ...