Brand fanatics, the rise of the consumer marketer

How do you know if you are "on brand" these days? When the target audience begins their own word-of-mouth campaign. Recently, a wave of videos, web sites, and blogs has paid tribute to a brand revolution. The mere mention of Apple to a brand enthusiast evokes a sermon on Apple's superiority and possibly, an "Apple tribe" recruitment attempt.

"Word-of-mouth marketing is more effective and leads to higher revenue growth," explains Jackie Huba, a business advisor and co-author (with Ben McConnell) of Citizen Marketers: When People Are the Message. "It is a driver of business. However, it also means you have to think differently. Traditionally, marketing has been all about controlling the message. Now you don't have control – you can't just go and make an ad, you have to embrace these folks."

The most important element in marketing today is standing out creatively within the brand messaging. By giving the brand fanatics plenty of fuel for water cooler conversations and the tools to connect with one another, a brand can become much more than just a brand.