As businesses adopt a service orientation, using the new tools of interactivity, a new concept of brand will emerge reinforced by the producers' actions in the marketplace. Further, because choice has replaced brand as the primary consumer value, consumer brand loyalty is fleeting. To maintain customer loyalty and sustain attention and interaction, services must extend the value of any brand by engaging the customer in a service-like relationship and dialogue. Brand in the new context is service, access, and the immediate response to the consumer anytime, anywhere. Every product company will in some way become a service company.
Information turns every business into a service business.
Today, information is used to offer customized services and goods, to offer new choices to the customer. And with increased choice, the individual is in the driver's seat. Producers are desperately trying to find out what you want in order to customize solutions to your every need. Buyers have access to far more information about the products and services they buy and are demanding more of the producers because they now have the power to do so. Today's consumer has the power of choice.