An interesting slideshow by @alexanderchung on Brands that want to think like customers, but can’t.

1. Remember: consumers don’t judge authenticity based on actual behavior but, rather, the intention behind it
2. A brand’s intention is to be like their customers. But, that’s invasive
3. A brand should try its best to occupy the same world as its target and interpret that world in a unique, useful way, but It’s ok to have an intrinsically defined identity and to create things a brand likes
4. It’s about becoming a brand that people want to stalk instead of the other way around

alexanderchung.posterous.com