HB | Social Signal

Unless your customers care so passionately about your brand or product that they pay for the privilege of wearing your logo, they probably don't care enough to be part of an online conversation about your brand. If you're anybody other than Apple, Nike or Coke, you're probably going to need some other basis for convening a conversation that connects you to your customers.

That's the insight at the heart of a blog post I published last week on Harvard Business Online.