WOM and TV, two ways to build a brand: Insights from Moonpig and Naked Wines
Matthew Carlton
There is no single way to build a brand. Two small companies speaking at Media360 in London described very different approaches to generating growth. For both, word of mouth proved essential in their development but while one has moved on to mainstream media, notably TV, the other has continued to use WOM and loyalty as its primary marketing approach.
Scaling up to TV
The founder of the successful online greeting cards business Moonpig.com, Nick Jenkins, described how TV really helped the...