Advertisement
Published in:
2014 | OriginalPaper | Chapter
Introduction
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Brandjacking is the hot new craze that is turning business upside down. Anyone can do it. Jeff Jarvis, a journalist and blogger, did it when he was sold a “lemon” of a Dell laptop and became dissatisfied with Dell’s customer service. He wrote about his experience on his blog and was deluged with emails and comments from people who had had similar experiences. “Dell Hell” became the aggregator of dissatisfied customers who had previously been isolated and may have thought their experiences unrepresentative (CS 4).