There is a discomfort in crowning W-O-M as a marketing tool (if it’s word of mouth, it needs no formulaic initiative right!!). But it is a necessary truth for any marketer. It is genuine. It can be contagious. And it can create good vibes for the brand more often than not. But W-O-M is meant to be subtle. Not choreographed. Then how does one ensure the right message gets whispered from ear to ear.
Look at the times when it has been attributed a bad name. The nefarious MMS clips & dirty pictures. The scandalous truths about celebrities & brands, takes new dimensions when it gets passed around. Then there are the good W-O-M examples: Like joke mails and the very irritating ‘blessings on the condition that you forward, else you will lose your… Read More