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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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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Understanding the Players in Buzz Marketing

With the rise of social media came the rise of a new type of marketing- what is often called buzz marketing. TechTarget defines buzz marketing as “a viral marketing technique that is focused on maximizing the word-of-mouth potential of a particular campaign or product, whether that is through conversations among consumers’ family and friends or […]

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