Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

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It is not uncommon for companies to be a bit protective of their brands. As you read in Chapter 10, brand equity and perception are indicators of marketing success. But in today's fast-paced markets, much can be gained by turning ownership of the brand over to consumers. Method is a company that understands the benefits to this risky proposition. Founders Eric Ryan and Adam Lowry created a brand that its customers can take ownership of and have actually built a customer feedback channel that most businesses dream of achieving. Brand advocates, or method's most enthusiastic customers, are the company's most vocal proponents and take an almost evangelical approach to sharing the benefits of green cleaning with the market.

How has method identified customer relationships with the organization? What does the company do to nurture those relationships?