Listening to the Groundswell

One of the most important things that companies need to realize is that “your brand is whatever your customers say it is”; meaning that your consumers are out there blogging, “yelping”, tweeting, and facebooking about your product.  You do not define what your product is because the reviews that your customers are writing define the product.

Li and Bernoff tell us that the best way to gain insight into what your consumers are saying is to work with vendors who provide professional tools by setting up your own private community or by brand monitoring.