In Brand-tastic

I’ve heard an old marketing adage that “people pass along stories of good service 7 times but will pass along stories of poor service 11 times.” I don’t know where these stats come from but they certainly seem logical. I know it roughly holds true for me. This commentary about the effects of customer service on how apt a consumer is to pass along a story is, however, quite old. More to the point, it doesn’t consider the effect of said consumers using the Internet as their voice. Consider the effect of this ONE story about a run-in at a local Best Buy and how it impacts readers world wide on their buying decisions. Possibly more important, how does a story like this effect the strength of a corporate brand? I suspect that the bad will still spread faster than the good, except now, the speed at which both travel is a couple of powers of 10 greater in magnitude.

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