Word of mouth has traditionally been underutilized by marketers.
Its importance has always been apparent. Every piece of research I’ve ever done has had recommendation from friends or family as the first or second source of new customers.
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Brands need to focus more on acquiring new customers in order to grow. It’s advice that has become increasingly widespread.
The ball started rolling with the publication of How Brands Grow by Byron Sharp in 2010.
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How often have you heard the mantra consistency is the key to successful branding? It's been taught as a fundamental branding principle throughout my career.
Yet growing up in retail marketing, this was not my experience.
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