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In the age of user-generated content, even negative reviews are useful

Woman using smartphone for shopping online in shopping mall.
The American billionaire businessman and co-founder of Intuit, Scott Cook, tells it straight, “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” Around the world consumers are increasingly moving into the driver’s seat when it comes to influencing the perceptions and successes of brands in the marketplace. They achieve this by harnessing the power of consumer, or, as some call it, user-generated content, to spread the word about their fav

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