Buzz and word of mouth are back with a vengeance. In this economy, brands that maximize buzz are red hot. Case in point: StrawberryFrog's Microsoft campaign is one example of how buzz can and does sell product with quantifiable results. It's not the old fashioned way.
Hearing about a brand through your friends is a more and more valuable media channel in a world where people are increasingly losing faith in institutions and the established sources of information. Basically you believe someone you trust, you don't believe someone you no longer trust. Word of mouth importance is also fueled by social media, and the opportunity for friends to connect with brands and brand programs online.
Brandweek released today a survey by Keller Fay Group, that ranks which brands are the most talked about in the country.
Word of mouth about Coke has exploded, as if someone dropped a Mentos mint into a bottle of its diet version.
According to a new study released by the Keller Fay Group, Coca-Cola is currently the most talked about brand in America. The ranking was drawn from 25,142 consumer conversations conducted between January and August 2008.
"They've been working [W-O-M] channels pretty adeptly, and clearly have learned a great deal since turning their corporate nose up at all the Diet Coke/Mentos experiments a couple of years ago," said Gerry Khermouch, editor of Beverage Business Insights, West Nyack, N.Y. "The accomplishment is all the more impressive since a basic carbonated soft drink is not inherently buzzworthy." More >>
This is actually quite surprising. You'd think that Apple, with the amount of time it spends in the media, would be one of the most talked about - though 2007 was the year they released the iPhone.
Posted by: Piotr Jakubowski | November 03, 2008 at 10:47 PM