ChasNote

On the conversational nature of brands, Intuit founder Scott Cook says it best: “A brand is what friends tell their friends about it,” he told the audience at the Conversational Marketing Summit. His implication is that good marketing has always been conversational marketing; the internet just makes it easier to eavesdrop on the conversation our customers are having about us. The statement also reminds us that — despite the recent trade-mag headlines about the loss of control brought on by the rise of blogging — we’ve never really controlled the conversations our customers are having about us.

Given that Fortune, CNN and Money rank Intuit the #1 most admired software company, maybe Cook knows what he’s talking about.