“In a world where all products are increasingly the same, marketers have to appeal not to consumers rational decision making processes, but to their emotional ones. No stronger emotion exists than the need to belong” Douglas Atkin The Culting of Brands In late 2010 I ranked the UK’s leading brands by how effective they were [...]
Archive for the ‘Advocacy Insights’ Category
How to create a brand movement
Posted in Advocacy Insights, tagged 4C's, Brand Advocacy, Brand Cause, Brand movement, Good Relations, Richard Moss, Word of Mouth on May 21, 2012 | Leave a Comment »
Building brand recommendation and endorsement
Posted in Advocacy Insights, tagged Brand Advocacy, Brand Recommendation, Net Promoter Score, NPS, PR, Public Relations, Richard Moss, Word of Mouth on September 3, 2011 | Leave a Comment »
Who cares if your customers say they will recommend your brand… if they never get round to doing so. Realising the potential of advocacy requires active advocates, but can you influence this? This was the question we set out to answer in our research project ‘Leading by recommendation’. We studied 120 brands in the UK [...]
Does my brand champion their cause?
Posted in Advocacy Insights, tagged Apple, Brand Advocacy, Brand Cause, Richard Moss on August 26, 2011 | Leave a Comment »
If you don’t represent me and what I care about, then get lost! In the world where executive power has moved out of the boardroom and onto the street, where there are a 1000 choices in life when one will do, where the values and behaviours of a brand have become as important as their benefits -brands have a [...]
Avoiding Facebook and Twitter?
Posted in Advocacy Insights, Community Building, tagged Avoiding Facebook, Avoiding Twitter, Brand Advocacy, Facebook, Public Relations, Richard Moss, Twitter on March 5, 2011 | Leave a Comment »
Research by Harris recently showed that 45% of people claimed they are influenced by who they follow online, with almost a fifth saying they are more likely to buy products from companies they have “liked” on Facebook. Indeed Facebook itself demonstrated that the number of Facebook fans a candidate had in the US mid term [...]
Product placement arrives in the UK
Posted in Advocacy Insights, New techniques, tagged Brand Advocacy, Earned media, Product Placement, Richard Moss on February 27, 2011 | Leave a Comment »
I received an interesting offer this week. If I plugged a company’s Ugg boots on this blog, they would pay me $50. Product placement is about to become big business in the UK. As of tomorrow, companies will be able to place products in programming. ITV’s “This Morning” is leading the way with a coffee machine [...]
Forget co-creation. Think mass customisation
Posted in Advocacy Insights, tagged 3d printing, Brand Advocacy, Co Creation, Mass customisation, Richard Moss on February 13, 2011 | 2 Comments »
There’s a fantastic article in the Economist this week talking about the revolution happening in the manufacturing sector. This revolution is being driven by the falling price of 3D printing – a technology that allows you to build a three dimensional object from something that can be no bigger than a laser printer. The implications [...]
Is it right to pay a brand advocate?
Posted in Advocacy Insights, Community Building, tagged Brand Advocacy, Good Relations, Richard Moss, Word of Mouth on September 25, 2010 | Leave a Comment »
An interesting question is raised by the Times this morning in an article about the Richard and Judy Book club. The club was started as part of their C4 TV show, but now apparently is being relaunched in a solo deal with the book sellers W H Smiths. The article claims that to get recommended [...]
Does word of mouth advocacy drive FMCG brand sales?
Posted in Advocacy Insights, tagged Active Advocates, Brand Advocacy, Leading by recommendation, Richard Moss on July 11, 2010 | 2 Comments »
Earlier this year I launched a research study, Leading by Recommendation, which I conducted together with Alain Samson of Enterprise LSE. It aimed to identify how actively UK brands are being recommended and the characteristics of highly recommended brands. As an ex marketer of everything from lager to puppies (sorry Toilet Paper) it was the [...]
How do people search the web?
Posted in Advocacy Insights, tagged Bell Pottinger Good Relations, Brand Advocacy, Richard Moss, Search, Search engines, wikipedia on March 7, 2010 | Leave a Comment »
Is the Encyclopaedia Britannica still going? I remember as a child marvelling at those red volumes gathering dust on the shelves of my old school library. Imagine carrying all of that knowledge in your head I used to think…exams would be a doddle. In early 2001, the knowledge of the world came a little bit [...]
