Kudos to marketing firm 22 Squared for putting the new rules of brand engagement into a form that just about anyone can understand. About halfway through this video, you may find yourself saying, “I get it, I GET it!” and inventing a drinking game wherein you do a shot every time the word “Blank” is uttered.

But these guys are right on: consumers no longer make purchasing decisions based on what happens to be on the shelf in the store, what mega-brand they saw an ad for in Women’s Day, or what seems like a good deal based on what two of their friends think. They connect with dozens, hundreds, thousands of others to make an informed decision.

And it doesn’t end there. Once the transaction occurs, the customer becomes a spokesperson for the brand – for better or worse. In the old days, if Dave didn’t like the product or customer service he received at the Gap, he told five friends, and maybe 25 were ultimately impacted. Now, with so many channels of communication and everyone a content-producer, Dave’s power to affect a brand’s reputation has increased exponentially. (Consider as one example the damage that was done to Verizon’s reputation with a single blog back in 2006.)

It’s a worthwhile reminder to businesses everywhere: make a quality product. Stand behind it. Value and engage your customers. Everyone out there is going to talk about your brand – whether you like it or not. As for what they say, it’s up to you to fill in the blank.

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