If your word of mouth marketing plan is to put street canvassers at busy intersections to interrupt passerbys, verbally spam them with annoying questions about the cause and hand out pamphlets people are going to throw away ten seconds later, you missed.
Mindshare is a neutral entity.
Like tofu, it takes on the flavor of whatever sauce it’s immersed in.
And yet, organizations spend thousands of hours and millions of dollars generating word of mouth about their brand, when what they should be deciding is what kind of words they want coming out of people’s mouths.
Because when most customers think of brands, all they think of is how crappy they are.
What good is being memorable for the wrong reasons?