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Leading Through Uncertainty: How Umpqua Bank Emerged from the Great Recession Better and Stronger than Ever by William C. Taylor, Ray Davis

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12

Create Buzz (But Manage Crisis)

Today brands are everything, and all kinds of products and services—from accounting firms to sneaker makers to restaurants—are figuring out how to transcend the narrow boundaries of their categories and become a brand surrounded by a Tommy Hilfiger–like buzz.

—Tom Peters

Buzz and word-of-mouth are two of the most effective ways of getting the word out about your products and services. Both depend on genuine enthusiasm and interest on the part of consumers and can light a fire, creating interest and loyalty for a company's brand and products that's long-lasting and contagious. Buzz can be both positive and negative. Get your positive messages out there consistently to build interest in your brand and products, ...

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