Understanding brand conversations

Mark Greenstreet and Steve Thomson

The importance of word of mouth in influencing peoples' brand relationships has been known for a long time.
Understanding and incorporating this 'earned' media into a brand communications plan is increasingly important. Mark Greenstreet of Carat Insight and Steve Thomson of Keller Fay Group examines how actual face to face brand conversations can be measured, quantified and classified, the scale and scope of brand conversations by platform, the impact of brand communications on brand conversations, and how brands can integrate 'earned media' - (word of mouth) into their bought and owned media strategy....

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