The article referenced in the link below offers "five ways to design the customer into your company." Its a good read.
This blog offers stories and discussions on how to build more relevance and differentiation for brands. The author is Timothy Coffey, Chief Revolutionist of Launchforce Strategy, a consumer research consultancy that specializes in highly creative qualitative methods. His experience ranges from brand and research management at Procter & Gamble to innovation management at Tupperware to founding and leading an integrated marketing strategy agency. He is the author of three books, Innovation Myths & Mythstakes, The New Super Consumer, Mom&Kid, and The Great Tween Buying Machine.