The playing field for brands has been leveled. Consumers use web, mobile and social to define brands on their own terms, ultimately transforming themselves into becoming the brand. Winning brands of today and tomorrow have only one choice – embrace and be empowered by consumer action and engagement. How can you get there? We’re sharing Six Rules for Progressive Brands. Check out Rules #1 Control Freaks Need Not Apply and #2 Check Your Ego at the Door.

This week we’ve released Rule #3 – Don’t Be a Clown at the High School Prom. In this day and age, you can’t force the customers to come to you – instead you must interact with your customers in the right places, on the right platforms, at the right time. Why be a clown at a high school prom when you can be lighting up young faces at an 8-year-old’s birthday party!

Hear some ‘Foilers explain why it’s critical to be where your customers are:

Need a recap on our previous two rules?

#1 Wanted: Creative Directors for Progressive Brands – Control Freaks Need Not Apply 

Accept that you can’t ignore and control online conversations, but you know that you can help direct the show with our tangible tactics.

#2 Check Your Ego at the Door 

What can progressive brands learn from Mr. Splashy Pants? Let go and embrace the power of your online community, but don’t do it blindly. Planning, strategic messaging and careful monitoring are critical, as is transparency, ongoing, regular engagement and activation of your brand advocates.

Let us know what you think and stay tuned for next week’s rule!

–Eric Dornbrook is an account coordinator at Airfoil Public Relations, a high tech PR agency with offices in Detroit and Silicon Valley. Follow Eric on twitter @ericdornbrook