chapter  3
12 Pages

Creating brand advocates

WithSven Rusticus

What’s the one thing that drives business growth? The answer is brand advocacy.The likelihood that your clients, customers, or consumers will advocate your brand to their friends and acquaintances will be directly correlated to your business growth.This was the finding of an influential study published in the Harvard Business Review.1 Across more than a dozen industries, the research found that companies with high word of mouth advocacy rates (i.e. likelihood of brand recommendation) grow fast, while those that don’t have high word of mouth advocacy rates stagnate or shrink. Critically, brand advocacy was found to be far more important than either brand image or brand satisfaction in predicting growth.