Highly Recommended – Cliffs Notes

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Another installment in my summer reading series – Highly Recommended – a book by Paul Rand (a colleague I had the pleasure of speaking with at a recent Bazaarvoice conference – regarding evolution of the agency world – good times).  If you have a business that has an inherent social aspect to it (or, a ‘social business’), this is a great read with points and commentary that back up the necessity and value of word of mouth and social media marketing tactics, like;

  • “A brand is no longer what we tell the consumers it is; it’s what the consumers tell each other it is.” – Scott Cook, Intuit
  • Using NPS (Net Promoter Score) to better understand how to drive loyalty with different types of customers; Promoters, Passives, Detractors.
  • Using the Consumer Decision Journey by McKinsey & Company;

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