We are social animals. We need to have conversations with our peers to make ourselves known, to communicate, to value our opinions, to get feedback, to start a relation. In a word: to exist.

The industrial revolution age -- where the customer was a receptacle for production, where economies of scale and Taylor-like organizations ruled over customer relations -- is over.

In the information society, the customer is king: he finds the information he needs to make a choice, he has his own evaluation of marketing messages. He is more like a one-time consumer, less like a loyal client.

Because customers have changed, companies will not be able to maintain their influence over their customers, unless they become social animals themselves, recreating their role as merchants on the move to their next trade fair, in an ever-changing marketplace. Companies need to engage in conversations with prospects, customers, collaborators, investors and stakeholders. If they don't, they will be forgotten in networked conversations, and eventually pass away.

The brand voice must be heard, listened to, understood. It must be delivered in conversations, where everyone can listen, discuss and react. It is incomplete by nature, it must be augmented and relayed by other social animals : customers, collaborators, advocates, influencers,...

Dimelo's mission is to help companies size the benefts of this new era, in that shift that takes place right now under our incredulous eyes, keeping company's values while embracing an extended vision of customers relationships.