Turning the amplification up to 11
Geoff WickenKMR Group
Richard AsquithBMRB
TOO MUCH INFORMATION
Today, consumers are squeezed inside the triangle of ever-increasing commercial noise, expanding choice and reducing amounts of time. We all need trusted guides for making choices, and word of mouth is a key information source. And the more important word of mouth becomes for consumers, the more important it becomes to brand owners and planners as a marketing channel worth influencing.
Books designed to make sense of how messages are disseminated have proved very popular. Malcolm Gladwell's The Tipping Point(2000)...