Brand Strategy , 01 February 2006

Alan Mitchell reviews Connected Marketing book (co-edited and authored by DMC’s Justin Kirby) in Brand Strategy magazine:

Brands need to consider how to pick their way through the minefield. According to Kirby, marketers need to keep hold of three core principles: that customer advocacy drives business growth, that involving customers in your marketing can be a highly effective way of creating advocacy, and that there are tried-and-tested tools and techniques for doing so. With these three principles held firm, word-of-mouth can be absorbed seamlessly into mainstream marketing strategies to leverage any and every buzzworthy element within them.