What the Buzz?! An Integrated Approach for Generation Now

Kristin Hickey and Annette Druce

Our industry has now eagerly embraced the term ‘Brand Buzz', but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around defining and operationalising Brand Buzz and present a case study involving over fifty brands and twelve thousand consumers to help reveal some intriguing and exciting insights about what Brand Buzz really is and how it can be generated and meaningfully measured.

What the Buzz?! An Integrated Approach for Generation Now

Kristin Hickey

Annette Druce

SUBJECT MATTER

A great deal has been documented about Brand 'Buzz' recently – so much so, that there are numerous companies, consultants, Facebook pages, Twitter applications, books and internet blogs on the topic that it feels like 'buzz' may have already, (ironically), become something of a marketing cliché.

Clearly, Brand Buzz has become part of the modern marketing vernacular and, in an era of immediate and virtually limitless information sources, it seems relatively easy to become a Brand Buzz specialist overnight. This observation presents both strengths and...

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