More scintillating IBM prose from the magazine that once published Mark Twain:
The successful CMOs will be the ones who will drive change across the enterprise to ensure that every touch point is building brand equity instead of diluting it. Companies will also need to start paying attention to a whole new set of metrics in this new world. They need to understand who their brand advocates and detractors are, and what shapes their attitudes and drives their behavior. They need to keep track of near-advocates, and what type of interactions will turn them into advocates.
Similarly they need to keep a close eye on near-detractors, and what type of actions can reduce the probability of them turning into active and vocal detractors.
Not running this kind of corporate crap as sponsored journalism would help.