In the continuing discussion about "Bob" one of the key differences deserves more airtime – the role of the customer.

In the list last week I described the difference as: brand sees “customer is king” and “Bob” sees “customer is citizen”. So what did I mean by that?

Too often brands begin and end with the marketplace. The positioning that will appeal to the customer trumps all. The need to out-hype the competition and grab attention is put before the organisation’s ability to deliver on what is promised.

And it goes further than that, with book upon book about the necessity of asking the customer what they want from the organisation and to “engage” with them. 

You could say that many see “customer is king”.

I am all for treating your customers well, meeting expectations, keeping the promises you make and fulfilling their needs. But within a framework of the organisation’s purpose and values. And on equal footing with other stakeholders, particularly the employees without whom the organisation doesn’t have a brand or a Bob.

Which is why the Bob term is “customer is citizen”. An important part, with certain rights, privileges and a voice, but not the ruling voice.

For clarification by customer I mean anyone who receives goods or services from the organisation. The same construct applies whether that is a consumer, business-to-business, social business, non-profit or charity.

I can almost hear the howls of disapproval already and so I’ll preempt them by saying:

Yes, without customers the organisation doesn’t exist and so keeping them happy is important. But not at any cost.

Yes, engaging with them is important. But not to the exclusion of others.

Yes, asking your customers what they want can be useful. But not in place of a clear purpose and sound strategy.

Yes, positioning your organisation to appeal to customers is marketing communications 101. But, not in a way that makes promises the organisation can’t keep.

Yes, customers can make or break and organisation. But that’s why it is important to treat them like a citizen and not a king.

See you next week with my annual “Good, brand and ugly” wrap up for 2011!

Michel Hogan is an independent Brand adviser and advocate. Through her work with Brandology here in Australia and in the United States she helps organisations make promises they can keep and keep the promises they make, with a strong sustainable brand as the result. She also publishes the Brand thought leadership blog - Brand Alignment. You can follow Michel on Twitter @michelhogan.