Turning the amplification up to 11

Geoff Wicken and Richard Asquith

This paper aims to help brand owners and their agencies harness the growing power and influence of 'Word of Mouth' communication.

Turning the amplification up to 11

Geoff Wicken and Richard Asquith BMRB

This paper aims to help brand owners and their agencies harness the growing power and influence of 'Word of Mouth' communication. We argue that 'Word of Mouth', both off- and online, is a medium that should be planned in the same way as traditional media. And, whilst it can't be bought directly in the same way as other media, there are media vehicles that are particularly effective at reaching people who are strong brand advocates. For media to be planned and bought effectively, a consistent trading currency...

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