It is all about saying the right word at right time at the right place. It's what you want to say but in the words that consumers want to hear!
Never before has consumer played such an important role. Today, brand building is just not FOR the people, it is BY the people and TO the people. This is the age of social media.
Ogilvy said "customer is your wife" - we say "she is your girlfriend" - You can take your wife for granted , but dare it not with your girlfriend. It is the age of consumer pampering.