“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 [...]
Posts Tagged ‘Word of Mouth’
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 [...]
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 [...]
2010. The Year of Avatar and Brand Advocacy.
Posted in Advocacy Insights, tagged Bell Pottinger, Brand Advocacy, Good Relations, Richard Moss, Word of Mouth on January 3, 2010 | Leave a Comment »
We had a family outing to the Cinema yesterday to see Avatar, the first film Directed by James Cameron since Titanic and on track to gross more than £1 billion in box office receipts (one of only five films ever). “It’s an amazing film. If you see one film this holiday go and see this one”. “It’s [...]
David slays Goliath
Posted in Ambassador strategies, tagged Brand Advocacy, Good Relations, Richard Moss, Word of Mouth on November 8, 2009 | Leave a Comment »
Watched Haye slay Valuev (dubbed David versus Goliath) last night on Sky+HD to take the world heavyweight boxing title. What a fantastic example of speed and agility winning over brute power. Throughly enjoyable. As I sat there I must admit I wished I’d invited a few friends over to watch the fight with me. Sky are offering an incentive [...]
Advertising trust research
Posted in Uncategorized, tagged Advocacy Insights, Brand Advocacy, Good Relations, Richard Moss, Word of Mouth on July 19, 2009 | Leave a Comment »
Global trust in advertising has increased according to a new report into trust and engagement launched by Nielsen Research this month. Unfortunately not as much as the trust we have in each other to provide us with unbiased product reviews! The research indicated that globally 90% of repondents said they trust people somewhat/completely up from [...]
Healthcare Advocacy Case study
Posted in Ambassador strategies, Interesting books, tagged Brand Advocacy, brand ambassadors, Healthcare Advocacy, Richard Moss, Word of Mouth on June 24, 2009 | Leave a Comment »
I loved this case study in Emanuel Rosens new book, Anatomy of Buzz Revisited. He writes about a case in Canada where they attempted to reduce the level of unnecessary Cesarean sections taking place. Guidelines were issued and most physicians said they would change their practices, but figures showed they didn’t. Researchers then identified key individuals (network hubs) [...]
Paid for Word of Mouth
Posted in Advocacy Insights, Ambassador strategies, tagged Brand Advocacy, brand ambassadors, PR, Richard Moss, Word of Mouth on May 20, 2009 | Leave a Comment »
Typical, I spend my life telling clients that you can’t pay customers to spread commercial messages and somebody comes along and makes a business out of it! Check out Get Paid for Living your life. If you want to earn a little bit extra, rent out your T-shirt, cap or even the side of your car and [...]
Innocent Smoothies brand decline?
Posted in Ambassador strategies, Hardwiring, tagged Brand Advocacy, Brand Storytelling, Richard Moss, Word of Mouth on January 31, 2009 | 1 Comment »
So, as the recession bites, the Innocent Smoothie brand has had a year on year sales decline and some marketing “gurus” are already writing their obituaries (Marketing magazine 28th Jan) – just amazing. Innocent has been a true “game changer” in the FMCG industry. Few other brands have been as innovative or have strived as hard to build the [...]
WOMUK – Word of Mouth Marketing Association
Posted in Uncategorized, tagged Brand Advocacy, Richard Moss, Word of Mouth on January 23, 2009 | Leave a Comment »
I’ve just come back from a meeting with the great and the good of the UK Word of Mouth Industry. WOMUK was set up last year to raise the profile of the capabilities of the industry and to share best practice. The adoption of Word of Mouth Marketing has been much slower in the UK than [...]
