Starbucks’ CEO, Howard Schultz took out a full page ad in the New York Times last Sunday. Except, it didn’t look like an ad.
If you want to raise awareness, buy an ad. If you want to increase demand, create content.
Word-of-mouth Marketing can be much more powerful than TV ads. But making it work isn’t as simple as buying air time. The Tippingpoint Labs Online Brand Value chain demonstrates how brands can produce and distribute content online that reaches their audience better.