“Your brand is what other people say about you when you’re not in the room.” Jeff Bezos, the founder of Amazon.com, is credited with saying this first — and in a fast-paced talk from TEDGlobal 2012 University, marketer Tim Leberecht takes Bezos’ observation as a jumping-off point.

“Hyperconnectivity allows companies to be in that room now, 24/7,” says Leberecht. “They can listen and even join the conversation.”

In his talk, Leberecht lays out three rules that brands can use to change how consumers feel about them and, in turn, what consumers say about them. To hear the rules, watch Leberecht’s talk. After the jump, read more about the 10 companies that Leberecht mentions, who embraced these ideals by doing something unexpected.

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