Posted by & filed under Communication, Conflict, Entrepreneurship, Social Responsibility, Technology.

Dave Carroll, a Halifax based musician and song writer, started “Gripevine”—a company that gave consumers a platform to complain about firms and also gave firms an opportunity to respond to these complaints and resolve them. It started when Mr. Carol’s guitar was broken by United Airlines baggage handlers, and he posted a complaint video on you-tube. The video has received 11.5 million hits till now.


  1. What other modes can consumers use to reach the firms/ brands?
  2. Would you suggest this way of reaching the brands is effective for the firms? And does getting back personally to consumers help?
  3. Suggest the role of social media in promoting brand image?

SOURCE: MARK EVANS, “Broken guitar leads to startup consumer gripe site”, The Globe and Mail (Retrievable online at

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