We’re WOM evangelising in Admap

Marketing, advertising and research Bible Admap has unveiled its WOM-focused April issue and we’re delighted to be guest experts with a 2,000-word double page spread.

In the, um, snappily titled ‘Push WOM frontiers by tapping into passions of brand advocates’, I describe why word of mouth needs a new lexicon, and why brands need to understand their existing discursive matrix (conversational landscape) before they can start engaging with their core audience, let alone expand their appeal.

Here’s a glimpse -

“So many brands are currently desperate to change. The economic crisis over the past few months has shaken people’s trust in government institutions, as well as commercial enterprise, and many companies have also seen a dramatic rebellion from within by employees who feel ignored and betrayed.

As the media heralds the return of the community – see the story of ‘social lending’ platform Zopa, which is flourishing while the banks fail – a WOM way of operating has never seemed more appropriate or more effective. However, brands will have to learn a new language of sustained, emotive engagement if they want to build a long-term conversation, from without and within.”

- but for the whole thing you’re going to have to go all old-school with their printed ‘magazine’ (yes, they still exist) available here.

Brought into the world on Tuesday, March 31st, 2009 and filed under Uncategorized.