How brand advocates are born
iMedia has an interesting chat with Guy Kawasaki in which he talks about consumer evangelism.
I especially like the part when he is asked about examples of innovative uses of evangelism:
“Very few companies use evangelism. Sure, they hand out business cards to employees with the title “evangelist,” but “evangelist” isn’t a title, it’s a state of mind.”
As you know, I feel that way about marketing in general. He continues by saying:
“To start, the key to evangelism is a great product. Very few companies have a great product, and very few companies understand evangelism. Thus, the set of companies that have a great product and understand evangelism is tiny — about as likely as a professional hockey player from Hawaii.”
I love it! This is so true. Now that word-of-mouth is the latest craze in marketing - I cannot wait to watch all those people who will try using it (or more likely abusing it) to promote crappy products.
[Technorati Tags: word-of-mouth consumer evangelism brand advocate]
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