Wednesday, November 02, 2005

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Thursday, April 21, 2005

The Economist

If the Economist are writing about it, it must be becoming mainstream! Well done the economist for noticing that consumers have power and can be useful to companies. Thank you James for pointing it out to me.

Friday, April 15, 2005

Word of mouth marketing association conference

For anybody interested in word of mouth marketing and unable to get to Chicago last month the team at WOMMA has put together a great resource after the conference, downloads, links etc
It is well worth checking out the coverage they link to as well, particularly items like the church of the customer podcast from the conference. Congratulations to the team for resourcing post conference communication the way it should be done.

Thursday, March 31, 2005

Word Of Mouth Marketing Relies On Reputation Not Branding

Brian Caroll over at web pro news wrote an interesting piece on word of mouth marketing relying on reputation rather than branding. I disagree with him, branding and reputation need to work in harmony. Without a good product it is difficult to build a good reputation, branding is part of that good product. Branding is becoming much more important as choice grows dramatically. If I shop using something like froogle I can switch brands in an instance. If somebody I trust has told me that Brand X is the only one to buy in a certain segment I am likely to be swayed to purchase it. Word of mouth marketing is an excellent tool to promote brands as well as individual products.

Wednesday, March 16, 2005

Advertising Age USA

James Cherkoff over at Collaborate pointed me in the direction of an interesting piece in the US edition of advertising age. Scott Donaton scares me but not in the way he expected. It amazes me that his vision for the future is so uninspiring. Perhaps below the line agencies just see more of what is actually happening on the streets but reality is changing and advertising agencies need to keep up. I hope some of our great UK advertising agencies will realise this, perhaps one of the bigger independents will deliver a new agency to challenge the status quo. They would certainly reap the rewards if they did as the competition seems to be light years behind.

Thursday, March 10, 2005

All Marketers are liars by Seth Godin

I have just had a look at the "short, puffy one page promotional come on" of Seth's new book, it looks like he has written another "must read", I can't wait to see a bit more. I have been telling stories for the whole of my marketing career, whether it was in the form of live events and videos or now in word of mouth marketing. Stories are an ancient and most effective way of passing messages on from human to human. Our survival used to depend on remembering the messages they conveyed, now the future of brands rely on consumers accepting their stories.

WOMMA Ethics Code

I read Dr. Frank Mitchell's comments on the WOMMA ethics code with interest, he began to make some interesting points about the word of mouth ethics code however stopped short of making any constructive criticism. Come on Frank, why not join in the discussion and give it to your students as a project? I know all feedback would be gratefully received by Andy Sernovitz of WOMMA. Here is your chance to make a difference Frank. Please don't let technicalities ruin the spirit of a document that is meant to be a voluntary code to follow, to me it is more an ethos than some sort of dictat.

Wednesday, March 09, 2005

Brand Ambassadors

Paper White have written an interesting article on brand ambassadors on their site, it focuses on internal communications which is often a great place to start a word of mouth campaign.Encourage staff to offer better service and people will soon be talking about your product!
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