Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth

Ed Keller

The evidence is abundantly clear: word of mouth (WOM) is the most important and effective communications channel.

Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth

Ed KellerKeller Fay Group

Word-of-mouth conversation is retaking the throne in the social order. As a result of societal changes, such as declining trust of those in authority, to the explosion of the internet and other forms of digital media, the communications landscape that companies face today is being fundamentally restructured. The evidence is becoming abundantly clear: word of mouth (WOM) has now become the most important and effective communications channel.

McKinsey says WOM drives two-thirds of industries (Dye, 2000), while Bain & Company...

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