Today, customer experiences shape brand perception. In order to influence that, brands need to vary their techniques to improve customer experiences and, consequently, their perception from the customers vantage point.

As more cynical people take reputation damaging shots at brands, it definitely helps for brands to shield their reputations from such people by having a "face-off" with members of the general populace so that they can see firsthand what they are about without having cynics as the conduits for their marketing messages.