IN THIS SUMMARY
Customers have become technology savvy—blogging about products, instantly comparing prices, becoming fans on Facebook, and posting videos on YouTube. Retailers need to listen to what is being said about their products and services on social networks and become part of that conversation. Retailers of any size can gain a distinct competitive advantage by going where customers spend their time, and bringing the store to the customer. In Branded!, Bernie Brennan and Lori Schafer show businesses that by understanding and leveraging social networks and mobility, they can engage with customers like never before. Those retailers who understand that the customer is now in charge can use that understanding to compete and win.