In The Anatomy of Buzz Revisited, Rosen writes that now more than ever, brands are paying attention to buzz. Why? Because thanks to technology, it is "much more in your face." Marketers have a hard time ignoring negative reviews. Just the thought of how many people could read a harsh review of a product on a popular blog is enough to make any brand marketer cringe. As a result, brands are investing more time and resources into creating positive word of mo… Continue

Risk Your Life and Join the Fight

For me, it started as an invitation to join a

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On my tiny DC blog, I try to provide short, humorous reviews of businesses, restaurants, and general goings-on in DC (mostly my Dupont Circle neighborhood). Just this weekend, I received a long, angry email from the owner of a new consignment shop I wrote a small paragraph about, Posh Consignment.

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Two years ago I distinctly remember a conversation about marketing with the President of the organization I previously worked at. I suggested that we research what messages resonate with our audience to inform our email marketing campaign for promoting an industry trade show. The president was not interested. "Trust me, that won't be necessary," he replied confidently. "I've been in this industry thirty years and already know what they want."

While experience can offer plenty of insight… Continue