The creation of buzz and fame

This article discusses the techniques used to drive word-of-mouth, so as to create 'fame' for a brand.

The creation of buzz and fame

Peter Field

Much has been written in recent years about the effectiveness-enhancing power of 'fame' or 'buzz', as it is variously referred to. Recent analysis of the IPA dataBANK (1) confirms this power, identifying fame as...

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