It’s happened to all of us – we’re huge fans of a product that suddenly disappears from shelves, never to be found again. We always wonder what happened and why the manufacturer shut it down.

About a year and a half ago, my company replaced one of the flavor options in our line of drinks. Few people ever tried the outgoing flavor while doing product samplings. No one ever told us how much they loved that specific flavor. It was just part of the family, along for the ride.

Then, when we decided to replace it, people were suddenly leaving comments on our wall, telling us how disappointed they were while at expos, etc. It was baffling. Who knew it was liked by so many?

So a question for brand building is, what initiatives and steps are being taken to turn these ardent followers and fans into vocal advocates? What are they saying and doing to get their friends to try and buy? How do we create consumer engagement and brand loyalty early enough that it spreads to a greater population?

Having a small group of silent fans who “love” your product isn’t sustainable. They have to become ambassadors.

Fortunately, it’s easier than ever to empower people with this opportunity.

Unfortunately, it’s more difficult than ever to get people to focus only on you.

That’s a conundrum, right?

Engagement is key. Conversation is crucial. If there is something that you need to have done or feedback you’re looking for – just ask. Don’t let your brand be the next Houdini that suddenly disappears from the marketplace.