Yes, you are ; all of you. Every peoplehave one day complained about, a brand, a product, a firm : damn, such sillypeople, nut product, any imagination and such dumb idea. Let me tell you thestory...
After morning wake-up, in a middle state ofawareness (!), you go to the fridge, take the milk bottle, and sit for a shorttaste, in a nervous dance, rythmed by being late obsession. You open it, then tearit up in a bad way, driving you to  1) verse on table half of the bottle   2) do it severaltimes to have it all opened up 3) yes shouting some "f*** or s***" product btw, early in the morning...You becomewithout know it yet, a brand teacher...you start to think about on how you madeit, if you were at the wheel, what kind of evolvements you imagined, to avoidsuch situations (which don't make you appreciate morning wake anymore...!) ; butthis time, you decide not to stay in the shadow. You decided to tell the world,it's enough, big brands are big brothers, they make us just dompted creatures,as clever (clever ?) as spend money for using brands caution, and have serenityabout consuming quality. In pratical, several products are not what they say.Promise is far gone with the wind, in initial dreams and fantasies. And you'refed up with it, this makes you give the voice. Go to website, customer carehotline and write-line front, and start your story : a classical story, livedby us every day, in daily uses for many goods. You start a unsignificant tear,in a particularly complicated concept : change !
Yes, complicated because all years ofstudies, experts, polls, and so long test plans, didn't succeed to avoid the way that when it cameto users, it didn't work flowly, it was not users thought sufficient. Fromforums to experts, moderate links to others, you drive your own destiny in thefuture evolvements of the product. Then, the product, in a few part, owns toyou ; you marketed by your side, with your good sense, and your pratical need.It may change your point of view on brand choices, on brands which listen andothers which don't, and obviously, your consuming choices...
I read a good paper on how brands are thecore of business, how several people try to cope with it daily, and how it canevolves in the next futures warnings (here to read)Â
But there's another reality to tell...
This made all the story of open sourceproducts, and the success they meet. This is not a random choice, it works andchanges every day. We have to, by 2.0 possibilities, reverse the wheel, andgive back some power to users by "brand user's management" ; you find outeverywhere in UGC form now, you can also give advices to brands, and driveinnovation to help save time and share the best for all. It's one of the tracksof social voice revolution, headed on web fields.
Think about it tomorrow morning, and becareful about the milk bottle...