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...