Learn About Your Brand by Listening to its Fans
If you want to know what consumers are thinking of your brand, find a community of fans and listen to what they have to say. Without any prompting from Honda, fans of the automaker's Civic Si in Toronto formed the Civic Si club in 1997 to bring enthusiasts together. Even though most members of the group no longer own the car, they still gather together to talk about it. All are quick to share their opinions and are highly attuned to the online conversation surrounding the car.
