Brands

In the book Groundswell by Charlene Li and Josh Bernoff the authors talk about brands.  A lot of companies believe that they determine what their brand is but in Groundswell they say that may not be the case.  The authors introduce the idea that a companies public determines the brand of their product or company.  I think that this wasn't always the case.  In the days before social media the company wasn't as inclined to listen to what the public was saying about their product.  But with the birth of social media comes new responsibilities.  Now a company is expected to be in tune with all the different channels that could be discussing them or their product.  They need to be aware of Facebook, Twitter, various blogs and a ton of other mediums.  With all of this new media around the public has an easier way of communicating with the company.  So the brand really is no longer their own.  The people are talking and listening to what others have to say.  And as a consumer I know that I am more likely to listen to what other customers have to say than I am to listen to the company themselves.  Of course the company is going to say all good things.  But as a consumer I want to hear the truth, good or bad.  So I think that the authors of Groundswell are spot on companies need to start getting involved with the conversation and learn from their customers what their brand really is and the best way to market to their consumers.