Chapter 4Buzz, Evangelistas, and Customer Shows

In this chapter we look at shows that use spokespeople—from hired enthusiasts to recruited customers to totally independent brand evangelists. These types of shows are increasingly important as consumers become less influenced by advertising and more reliant on face-to-face and peer recommendations. But when it comes to word of mouth, it's important to recognize that the show is not entirely in your hands, and that the wrong behavior can quickly spread the wrong buzz.

One brand which has used this approach successfully is Vespa. Vespa is an icon brand. The cool Italian fashion and laid-back riding experience of these legendary scooters is the kind of product experience that speaks for itself and ...

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