Exponential Purchase Power
Maximising the Impact of your Influentials
Rachel CareyNOP World Consumer, United Kingdom.
THE RISE OF WORD OF MOUTH
There has been a shift over the last century in our decision-making processes. Once upon a time we looked to brand names to tell us what to buy. Brand names inspired trust and made us think of high quality. This is still true to some extent. The influence of the brand name, though, has been eroded by two main factors: too many brands occupying the same territory with little differentiation and brands not living up to their customer...