one another.No boring PowerPoint presentations here, just customers talking about their telecommunications
challenges and their unfiltered experiences being PAETEC customers. Prospects are
sold on the company by other customers.62
Although much has been made of the newly empowered consumer—in charge, setting the direction
of the brand, and playing a much bigger role in how it is marketed—it’s still true that only
some consumers want to get involved with some of the brands they use and, even then, only some of
the time. Consumers have lives, jobs, families, hobbies, goals, and commitments, and many things
matter more to them than the brands they purchase and consume.Understanding how to best market
a brand given such diversity is crucially important.