Isto é sobre Mongo

"A key change that marketers need to recognize is that customers had to rely solely on the manufacturer for information about the product and brand (through advertising, promotions, public relations [PR] exercises, etc.). However, today, customers can easily access information about products and brands from experts, friends, colleagues and users of the product across the world, thanks to the Internet.
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This means that brand as a surrogate of quality is becoming irrelevant; this also means that customer expectations are far more realistic before buying a product or service. It must be mentioned here that brand would still be relevant in several other ways—as ‘badge’ value, [Moi ici: Fazer parte da tribo] as a manifestation of trust and in the consumer goods sector.
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Given these changes, it makes sense for marketers to start thinking about moving from product and brand focus to a focus on the customer—from creating brand equity to creating customer equity, from having a chief brand officer to having a chief customer officer.
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This movement from brand to customer also means that the organization needs to shift from a production-oriented mindset and capability to a mindset of ‘mass customization’ where each customer is a market of one—[Moi ici: Isto é Mongo!!!] this is when the organization can create real value, for customers, shareholders, employees and other stakeholders. However, this may also be the biggest barrier in an organization’s metamorphosis from brand to customer. Given that what gets measured gets managed, the starting point for the change must be clearly defined customer metrics that is closely related to business outcomes."

Trechos retirados de "From Brand to Customer" de Ajit Rao publicado no Journal of Creating Value.