Did you know that people speak more more about Nappies than any other product available - fascinating isnt it!
This is due to the fact that new mothers are engaging with a new nappy up to 10 times a day, and that the effectiveness of a nappy is directly linked to their child's state of well-being, comfort and happiness, which is then directly linked to theirs. Combined with the fact that new mothers are highly connected to other new mothers and very focused on talking about baby-relevant topics which allows the nappy discussion to be a very electric one.
Other research shows that 1 positive endorsement by a mother, reaches 1000 others mothers. So you can see how powerful Word-of-Mouth can be to the state of a nappy brands existence - both positively and negatively.
I use Nappies as an example because it is the leader in terms of being spoken about, however, all brands and products are being spoken about - even yours. The questions is, what are people really saying about your brand and why?
We need to start listening more to the conversations they are having about your brand because these are the conversations that make or break your brand.
*We know all this from research done by Milward Brown, looking at Advocacy rates around the world (how much people from different countries spread word-of-mouth) where they also looked at what people talk about - and Nappies was the leading product.