Point of View: Inside out

Word-of-mouth stemming from direct consumption is often fleeting. For sustained positive WOM, brands must look to other triggers and narratives to deepen consumer advocacy from the inside out.

Point of View: Inside out

Molly Flatt

If you start a discussion about how to generate word-of-mouth around brands, odds are that within the first 10 minutes someone will mention apple. Admittedly, if you start a discussion about anything, odds are that within the first 10 minutes someone will mention Apple. But Mr Jobs’ empire is particularly pertinent to the topic of peer-to-peer advocacy.

The gist of the comment is nearly always the same. Generating word-of-mouth via external triggers – events, experiences, assets – is all very well, but that surely the most conversational companies, such as Apple, Coca-Cola and...

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