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Marketers tell us they define and manage brands-they own it. Bull. Your brand is whatever your customers say it is. And in the groundswell, where customers communicate with each other through social technologies rather than relying on institutions (like yours), they decide what your brand represents. So you have to learn what your customers want by listening. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff explain how to use the groundswell for research purposes, with tools like private communities and brand monitoring. Case studies from the National Comprehensive Cancer Network and the car company Mini demonstrate this capability in action. The chapter concludes with a list of practical suggestions that will help you succeed as you begin listening to the groundswell. This chapter was originally published as Chapter 5 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.