Of Buzz and Branding

It surprises me that more clients don’t force their agencies to track trends in the online conversation as a kind of leading indicator of whether their messaging is working. It certainly seems to me that if you can’t change the conversation about your brand, you can’t drive actions related to it.

There are nuances about target demos, and sample bias, and effective reach, and blah blah blah. But if I was the guy responsible for the advertising that achieved this, I’d be more than a tad anxious:

Maybe it’s just me.

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