Posted in Advocacy Insights, tagged Richard Moss, Brand Advocacy on January 30, 2008 | 2 Comments »
You go to an ad agency for ads, a digital agency for digital, a direct agency for direct mail. So where do you go to when you want help driving brand advocacy?
It’s an interesting question that is going to become a hot topic in agency circles in the coming months. Who can take ownership of this territory? Who can [...]
Posted in Advocacy Insights, New techniques, tagged Brand Advocacy, Brand Advocates, Ignite Conversations, Richard Moss, Word of Mouth on January 26, 2008 | 1 Comment »
I notice that the conversation around brand advocacy is changing from a focus on it’s relative importance, to a discussion on how you build it - quickly.
Here in a nutshell is what you do.
1. Measure your advocacy levels. NPS is a pretty good start point.
2. Fine-tune your advocacy engine - your brand. Are you surprising and delighting at every touch-point?
3. [...]
Posted in Advocacy Insights, Surprise and Delight, tagged Richard Moss, Brand Advocacy, Ignite Conversations, Word of Mouth on January 24, 2008 | 1 Comment »
This is a video podcast I did this week looking at how you build brand advocacy and word of mouth recommendation. Research carried out by my company Weber Shandwick, involving 4,000 people across Europe, has shown that on average 4 in 10 consumers of a brand would class themselves as advocates (promoters) but only 2 in 10 (half [...]
Posted in Advocacy Insights, New techniques, tagged Richard Moss, The 4 P's on January 21, 2008 | 1 Comment »
I’ve written about the criticism that Unilever has faced with the Dove and Axe brand before on this blog. Two modern day “conversational brands” that sit in different markets, have different target audiences, yet are taking flack because they both have the same Parent, Unilever. How can Dove credibly champion the cause of real women, [...]
Posted in Ambassador strategies, Co Creation, tagged Richard Moss, Co Creation on January 19, 2008 | 1 Comment »
Two examples of brands using co-creation to fire up conversations with customers.
Firstly P&G in the US with Swiffer, using YouTube as a platform. They are asking people to make music videos showing how they dumped their old cleaning tools for Swiffer! Interestingly the comments on the ads (also posted on YouTube) aren’t half as positive. P&G are also leveraging expert advocates as part of the campaign [...]
Posted in Advocacy Insights, Interesting books, Surprise and Delight, tagged Richard Moss, Brand Advocacy on January 17, 2008 | 3 Comments »
The Royal Mail’s research (Marketing Week 17th Jan) highlights the growing importance of Social Media as a key platform for brand recommendation. With a fifth of the UK population already active members of social networks and two thirds saying they are likely to buy a brand on the basis of recommendation from a friend, they [...]
Posted in Advocacy Insights, Interesting books, Measurement, tagged Richard Moss, Planning, Brand Advocacy on January 14, 2008 | 3 Comments »
Weber Shandwick made an important announcement last week. The appointment of Leo Rayman from the adv agency DDB as European Head of Planning. Leo sent me a book over Xmas - Pollitt on Planning.
Stanley Pollitt is considered by some to be the father of modern day advertising account planning. I believe his story holds important [...]
Posted in Ambassador strategies, Interesting books, tagged Ambassadors, Brand Advocacy, Richard Moss on January 4, 2008 | 1 Comment »
I read in the paper tonight that Toyota are now number 2 in the US, breaking Ford’s 75 year grip on the position. This is partly due to strong demand for the Prius Hybrid car.
The Prius has been an amazing success story for Toyota and a great example to other brands of the new “communication [...]
