We are sponsors of a culture driven by virtual conveniences craving irrefutable credentials to support what appear to be its impromptu choices.

Appearances can be deceiving though as the traditional exemplars of “branding” have evolved through the socialization of marketing. Personal networks now endorse the role of the consumer as the publisher of its peer to peer messaging. While the brand continues to be perceived as a personal credential, the consumer, rather than the brand has emerged as the “qualified” expert.

The “why” answer is a question of trust. The consumer is skeptical of media messages and has been empowered with the tools to verify the credentials of a product by communicating with a global community of peer users. Managing that interpersonal correspondence can present unanticipated consequences – both positive and negative.

Today, marketers need to actively participate in the conversations of the peer community and do so openly to be compliant with FTC guidelines in the interest of a truthful outcome.