A hobby of mine involves editing the word 'consumer' out of power point presentations and replacing that word with people, customers, constituents and suchlike.
This is one small way of practicing a small form of mindfulness (the foundation of innovation).
'Watch your thoughts for they will become your words'.
For those who may think this is petty and pedantic, consider this.
In the business of human communications to start off from the point of de-humanisation (consumer), mechanising, robotising from the get-go is not going to lead anywhere.
If the paradigm has moved from production or manufacturing to service then a company's product is now it's people and brand experience is manifested by person to person contact.
Therefore brand meaning comes from quality of interaction.
When did anyone last say to anyone 'I'm going out for a couple of drinks with some consumers' or 'I've got a few consumers coming over for dinner'..
Never. Nobody ever has. It's bullshit.
In a business context...
Thinking - PHILOSOPHY
Talking - COMMUNICATION
Acting - STRATEGY
Habits - CULTURE
Values - PURPOSE
Destiny - BRAND
Brand being what you get. It's the outcome.