Kern Lewis, president of small business marketing consultancy firm GrowthFocus, says marketers need to stop fretting about how little control they have over how messages spread in the viral, social media-driven world of Web 2.0.  In reality, customer "have always been in charge" or how brands develop, he says, "the feedback loop is just a lot faster now."  Customers can spread negative opinions about a product or company more quickly and widely than ever before, so brand managers need to know the digital turf better and they need to be quick.  At Forbes.com, Lewis shares some advice at how to act on feedback.  He says "be vigilant," "be active,' and "be honest":

Given all the mud being slung at corporate America these days, honesty and clarity have never been more important. If you make a mistake, own up to it and demonstrate that you are taking steps to fix the problem once and for all. Remember: Giving customers what they paid for is nice. Demonstrating your commitment to quality and improvement will keep them coming back. And that's what building a strong brand, in any age, is all about.

Read How to Maintain a Brand  here.