Building Brands With Word of Mouth
MediaWeek UK's Andy Fry writes about how hot brands can pop out of nowhere on the power of word of mouth. Interesting patterns emerge about which types of products are most successful. Look for: 1) Products that serve well-linked communities, such as kids' shows that are talked about in preschools; 2) Products that attract visible insiders, such as the DJs that first showed the iPod to club kids; or 3) Products that are natural connectors such as eBay or social network web sites, which are fundamentally about making introductions.
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MediaWeek:Brands that Came from Nowhere
