"A Brand Is No Longer What We Tell The Consumer It Is -- It Is What Consumers Tell Each Other It Is."
The methodology of marketing is no longer pushing the product or service to the customer; marketing is about trust and mutual understanding. A brand is not defined by features; it is defined by the perception of the consumer. Marketing is problem solving. Consumers have needs which must be met; solve that problem better than competition and you will have a satisfied customer who tells others about it.
To see more about Scott Cook go to: https://en.wikipedia.org/wiki/Scott_Cook
By Bill Roberts