Thanks to the Web and a surge of social media, communications between the consumer and producer has shifted. We now have the opportunity to glance at what the average consumer says about a brand. Take for example "The Turnaround" campaign launched by Domino's Pizza in response to negative feedback about its food. The company faced its critics and created a new pizza from the crust up, and it's looking like it will be a huge success.The takeaway? Listen to what your target consumer is saying. Knowing how they feel about you before you speak to them puts you two steps ahead of the game. Shaping our traditional methods of advertising around positive and negative social feedback has become the foundation for keeping a brand alive. All we have to do is listen.