So this morning, the new owners of the social bookmarking site Delicious launched their new, revamped version of the site. Gone are the Yahoo name and many features that long-time users are now complaining about on Twitter and other social networking sites. What they’ve offered is a new Beta site that is not without glitches. This, combined with a recent article in the Atlantic (The Cloud’s My-Mom-Cleaned-My-Room Problem) highlight the problems that many brands (especially online ones) face when they change a product or service.

It’s a clear reminder that users/customers/consumers whatever you want to call them, feel they have a stake in your brand.  Sometimes they feel their stake is as much as the actual owner’s. It’s yet to be seen if the new owners of Delicious can make enough changes to keep users attracted to their site, or if they’ll drive away existing users and do little to encourage growth. One thing is clear, they may have misjudged the passion and expectations that many of their customers have for their brand and service.

Advertisements