Introduction

Abstract

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).