Consumers have always used — or misused — products however they see fit. Adweek reports on why some companies now follow the lead of consumers who have their own ideas about product usage.
“Consumers have always used — or misused — products however they see fit. And they’ve always shared their discoveries (that Hellmann’s mayonnaise, say, works as a hair conditioner), albeit in limited ways. But when it comes to products these days, the ubiquity of blogs and online inquiries means people are increasingly going public with alternative uses.” [...]
“The question for marketers, then, is whether or not to promote these uses — and if you do promote them, how not to undermine the products’ established strengths.”
(via Fallon Planning)