The Halloween meme – isn’t it scary you’re not using memes?

  “Daddy what did you used to do on Halloween?” My honest answer would be: “Nothing”. As a child if asked about Halloween I would have probably said: “What’s that?” At the time there might have been a story feature on Blue Peter where maybe some nice middle class boys and girls would have done […]

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Identifying the important and urgent for your word of mouth

Different products or situations will influence the potential for w-o-m. Ideally, products or services need to be: compelling, you want to try it. easy to try without risk visible to potential users. A w-o-m buzz has different impact on different types of business. The w-o-m potential of a situation will be determined by a number […]

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The 4 different stages to shape your word of mouth

When faced with making a decision there are four major phases people go through: 1. Information stage – you cast around, sourcing data to establish your available options become aware of options 2. Verification stage – you try to find confirmatory evidence to discover if your information is true, where you decide-to-decide, and ultimately select […]

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How to Brainstorm

  Always define your question as tightly as possible. I define creativity as ‘flexible thinking around beautiful questions to add value’. Outstanding creativity is not coming up with 1001 different alternatives; it’s actually about asking the right question, the beautiful question. You can tell when you have a beautiful question your ideas ooze out. Conversely, […]

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8 reasons why word of mouth is so powerful

1.  People rate w-o-m as their most potent source of new business or reliable information. You know the scene: You are making a choice or dealing with an unfamiliar problem. You are not sure what to do. It could be a major purchase, or even just deciding what film to see. You ask a friend, […]

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Two episodes don’t make a series

In my teachings on creativity and innovation I highlight how challenging assumptions is at the heart of creativity and innovation: if you want to challenge the status quo you need to identify, dismantle and re-build, or create new assumptions to provide a new idea, a new way of seeing something, or  new way of doing. […]

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The 6 key factors which influence your word of mouth

Different factors influence the potential word of mouth (w-o-m) capability of a situation. These six factors will shape your w-o-m will spread more significantly and extensively if there is a: Crisis – where your own individual well-being could be perceived to be at risk. Mission– the need for concerted effort to accomplish a major goal […]

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Think 3D and unleash the power of word of mouth

There are many Heads of Public Relations, Communications, Marketing, or Advertising yet have you ever met a ‘Head of Word-of-Mouth’? Why? Because most believe word-of-mouth (w-o-m) is something that cannot be directly managed, phenomena out of control, beyond their reach. Wrong. w-o-m should be recognised as a marketing communications discipline, under the aegis of public […]

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