Dove

Dove went against the norm and didn't use typical models for a commerical. This a was a genius idea in forms of creation because it was something out of the ordinary. They also used web based videos to launch a new product line.

Dell listened first then acted. There were unsastisified customers who were really taring apart the company on blogs that it wasn't even aware of. They finally made the "blog resolution" team and by doing this they were able to track blogs and share their knowledge with their customers.

The book talks about how you become so engaged with your customers that you start walking hand in hand with them and caring about what they say which is great for the company.