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 [...]
Posts Tagged ‘Brand Advocacy’
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 »
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 »
Facebook and Twitter still remain at the fringes of many marketing campaigns yet research is increasingly demonstrating that their impact can be significant. 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 [...]
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. Clearly they think wordofmoss readers have good taste! 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 [...]
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 [...]
Belief based business branding
Posted in Manifestos, tagged Belief Based Branding, Brand Advocacy, Brand Communities, Brand Manifestos, Lord Jamie Oliver, Richard Moss on April 10, 2010 | 1 Comment »
Occasionally, you read something that catches your breath, stops you in your tracks and makes you re-evaluate everything that has gone before. It happened to me at 10.25am this morning as I was reading an article in the Times magazine about Jamie Olivers attempts to conquer the USA. Read this… Rather he (Jamie Oliver) has come round the belief that “the [...]
Marmite Branding
Posted in Ambassador strategies, Surprise and Delight, tagged Brand Advocacy, brand ambassadors, Marmite, Marmite clock, Richard Moss on April 5, 2010 | Leave a Comment »
If you’ve made a million and want to be to leave a legacy, a clock isn’t the most remarkable of choices you can make. Ask any 15-year-old … they’ll yawn and say who needs clocks today when everybody has a mobile phone in their pocket! Clocks are boring …unless of course you spend a million [...]
