Here is what Trout has to say about Word of Mouth Marketing:
“Now for the really bad news. There’s no way to control that word-of-mouth. Do I want to give up control and let consumers take over my campaign? No way.”
The amazing thing is that even in Jack Trout’s heyday (a few decades ago) products were being bought because of the story about the product more so than because of the product itself. And most marketers ran into trouble when their product story was too hard to “re-tell”. So in effect, he is right when he says that word-of -mouth marketing is not new – it’s just surprising that he never realized the power of it.
As for the new marketing voices, the story was picked up and intelligently commented on by Olivier Blanchard at the Corante Marketing Hub as well as by
two (updated 3/9) three other Corante contributors to the Hub – Johnnie Moore, John Moore, and Mary Schmidt (and as an active Corante team member, I am off course biased).