Alex and Ani Crushing the Groundswell? Passion, Design and Connection! “We are Connected with each other through signs, symbols and things that resonate to our core.” Carolyn Rafaelian Have you ever bought a piece of jewelry that makes you smile? Well, Alex and Ani can do this to us. Their designs are original, beautiful and edgy, but what really makes this brand amazing is how each piece of jewelry brings you joy. Why? Charity by Design Charity by Design , is a campaign of different bracelets and necklaces, each with a specific design, depending in the charity it supports. So, this means that when we buy one of these, we aren’t buying onl...
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Reflection #2 Groundswell Chapters 5-8 and J. Crew Hi guys! Last time we talked about chapters 1 to 4 and explained it with an example. Today, we will discuss chapters 5 to 8 and hopefully we will get a pretty good idea how we can listen, talk, energize and support the Groundswell. Chapter 5; Li and Bernoff said in the book: “Your brand is whatever your customers say it is”. When we talk about our product or service, is very important to know that customers decide who we are and how they define us. Listening what is being said about us is very important and we need to make time for internet browsers. What they are saying? Blogs, forums, reviews, social media is the focus. Do customers like to talk about us-even when they criticize or write a bad review? We need to l...
Reflection #1 Let me help you understand the Groundswell by Charlene Li and Josh Bernoff, through Adidas and their community. Chapter 1 to 4 If the Groundswell is a concept totally new for you, as it is for me, let me give you the exact definition from the Book Groundswell by Charlene Li and Josh Bernoff: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” (pg 9). Now we mentioned the most important fact, I would like to show you what I decided are key points of these chapters. I will Adidas as an example. Groundswell is the collision of 3 factors: People, Technology and Economics (pg 10). ...

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