New Article: Getting Good Buzz: What Can a Global Brand Do?
by Ed Keller, CEO, NOP World
Excerpted from Roper Reports Global Pulse November 2004
What is it about a brand that causes a consumer to recommend it to other people? Or does it have nothing to do with the brand and everything to do with the consumer's personality? Both dimensions come into play, signifying that marketers can generate buzz by understanding both the consumers who provide word of mouth and the characteristics of brands that drive this activity.
