In an age when consumers trust online reviews as much as a personal recommendation, brands face an uphill battle in terms of the control they have over their own voice and narrative. Brands can no longer solely rely on traditional advertising to lead the conversation and tell consumers what they need and why. Instead, the voice of the consumer has grown powerful enough to also shape the voice of the brand, and brands must adapt to allow consumers to lead this conversation.
This isn’t to say that brands don’t have any control over their own brand voice – in fact, it’s quite the opposite. But consumers no longer want brands to talk at them; they want brands to talk with them, and much of that conversation takes place in the form of ratings and reviews.
This e-book will dive into just how important ratings and reviews are for brand growth, beginning with how and why the voice of the consumer should act as the voice of your brand in today’s retail landscape.