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Thursday, 26 November 2015

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That's a heck of a product name they have with the GfK merged panel... >in a bid to convince brand managers of the importance of WOM. This one phrase raises some really interesting questions. Conventional wisdom has it that WoM is obviously important in brand campaigns, dur. But are we overstating it? I talk about Honda cars in positive terms, but I'm not about to buy one; I appreciate the quality of Waitrose, but I don't shop there; I buy Robinsons squash every week, but never talk about it. The Facebook IPO debacle has raised interesting questions about our assumptions of the value of social and WoM; could it be that we're still overstating its importance?

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5:25 pm