I can still remember the day I realized marketing had changed forever.It was summer of 2004. I was reading an article about Kryptonite, amanufacturer of bicycle locks. It seems Kryptonite had found itself inuncharted territory after someone posted a video on a new site calledYouTube educating the world on how to open its tubular bike lockswith a simple BIC pen.
At first, the company denied the claim’s validity. But as word (and ire) spread like wildfireacross the Internet’s budding socialsphere, Kryptonite soon realized it had to change itsway of thinking. In a bold move, its leaders adopted a position of transparency and opencommunication. Not only did Kryptonite replace 400,000 locks, but it also took steps to createa true open dialogue with customers.It didn’t take long for people to appreciate the brand’s efforts and recognize their sharedvalues. Nor did it take long for Kryptonite to earn back the respect of the community and itsposition of market leadership.