Reflection post 2
Listening to the groundswell tells about how companies need to listen to their customers. Groundswell says that the brand does not belong to the company, it belongs to the customers. The company creates the value for the brand but the customers create what the brand is, they say what it is, just like Bernoff J, Li C (2011)stated that "Your brand is whatever your customers say it is". Market research is the form of listening to the groundswell. There are two listening strategies. 1) Set up your own private community (DELL example) 2) Begin brand monitoring DELL had a online community called Idea Storm. This was a community in which DELL invited customers to come and share ideas about product improvements that they want. Until 2016, here have been close to 550 different ideas from this community that have beed implemented in DELL products. ( https://biznology.com/2016/08/12-inspiring-social-media-monitoring-case-studies/ ) Listening is important to do for company...