A brand is what the person at the receiving end perceives a product, service, or organization as. Many a times there is a gap between what it seems and what it is. The consumer experiences should not be different from the brand promise they should be better. The consumer could be a very harsh critic but criticism is the best compliment.
Mistakes are harmful only till they are not accepted. The consumer feed back, if monitored and analyzed carefully and continuously, helps the business rectify its loopholes. This helps the business take more a customized approach which ensures brand success seeing that - a winning brand is a brand that is of the people, by the people and for the people.