WOM and TV, two ways to build a brand: Insights from Moonpig and Naked Wines

For new business owners, building a brand can be done in a number of ways but budgetary constraints mean that word of mouth is likely to be important, at least in the initial stages.

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...

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