What You Can Learn from BCG’s Brand Advocacy Index

Nowadays, many companies know that word-of-mouth is very important. Recommendations from consumers- brand advocates- can have a huge positive impact on sales. Still, companies are struggling to actually measure brand advocacy in the market, and to demonstrate its impact. For that reason, the Boston Consulting Group created a tool called the Brand Advocacy Index (BAI), […]

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7 Drivers of Brand Authenticity

In a study conducted by the Boston Consulting Group that surveyed 2,500 American consumers found that being authentic was one of the main qualities they said would attract them to a brand. But exactly does it mean for a brand to be authentic? Is being perceived as authentic a goal worth pursuing? And what specific […]

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The Foggy Future of Influencer Marketing

Recently, celebrity influencers have come under a bit of fire. The Fyre Festival incident, for example, shed light on the potential inauthenticity of celebrity influencers and the possible legal issues associated with celebrity endorsements on social media. In March, the FTC sent out more than 90 letters reminding celebrity influencers that they should clearly and […]

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Brands- They’re Just Like Us!

People of any generation can relate to the cringe felt when a member of an older generation tries to inject the current “hip” language into conversation. For millennials, it looks a lot like an older aunt saying that her dinner is “on fleek” or a parent saying that an outfit is “goals AF”. Coming from […]

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