The difference between risk and recklessness can come down to a basic marketing premise: take the time to really understand what will make your customers happy. Here's a look at three big brand risks, why two worked and one missed the mark.

As a kid, you always wondered how mom seemed to know everything. Today, that answer increasingly is social media. From coupons to medical recommendations, the one everyone in the family turns to is looking to the power of social to solve her problems. And smart brands are listening and meeting her where she's most likely to be. Not in the kitchen, and not in the beauty parlor.