Becoming aTalkable Brand **ABRIDGED VERSION**                 John Moore            john@BrandAutopsy.com
The following slides were          presentedat the SummitUp Conference              inDayton, OH on Oct. 19, 2010      www...
Word of Mouth is the primaryfactor behind 20% to 50% of all     purchase decisions.    source | “A New Way to Measure Word...
The typical Americanmentions specific brand names 60 times per week in offline  and online conversations                 s...
BUZZ
Buzz doesn’tCreate Evangelists.Evangelists Create     Buzz.          source | inspired by Steve Hershberger, ComBlu (2006)
Comp sales declined over 7.0% during Q1 of 2010.

wom ology1 | Customer Experience2 | Customer Service3 | Great Advertising
“When you hit a wrongnote, it’s the next note thatmakes it good or bad.”                    Miles Davis                   ...
“You can play ashoestring if youare sincere.”                    John Coltrane                          Jazz Visionary
wom ology  MAKEFOURDECISIONS
Decide to...  Be Unique
Decide to...  Be Obvious
Decide to...  Be Affected
Decide to...Fix your “Broken    Windows”
Before doing WOM,spend time and money to gain confidence in          your       business
john@BrandAutopsy.com  www.BrandAutopsy.com     @BrandAutopsy
ABRIDGED | Becoming a Talkable Brand
ABRIDGED | Becoming a Talkable Brand
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ABRIDGED | Becoming a Talkable Brand

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At the SummitUp 2010 Conference, I gave a presentation on BECOMING A TALKABLE BRAND. These slides offer a summary of my talk. If you attended the talk, these slides will make complete sense. If you didn't attend, vital information is missing. Sorry. Next time attend. Dig?

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ABRIDGED | Becoming a Talkable Brand

  1. 1. Becoming aTalkable Brand **ABRIDGED VERSION** John Moore john@BrandAutopsy.com
  2. 2. The following slides were presentedat the SummitUp Conference inDayton, OH on Oct. 19, 2010 www.SummitUp.org
  3. 3. Word of Mouth is the primaryfactor behind 20% to 50% of all purchase decisions. source | “A New Way to Measure Word-of-Mouth Marketing” (McKinsey Quarterly, April 2010)
  4. 4. The typical Americanmentions specific brand names 60 times per week in offline and online conversations source | Keller Fay “ Talk Track” report (2010)
  5. 5. BUZZ
  6. 6. Buzz doesn’tCreate Evangelists.Evangelists Create Buzz. source | inspired by Steve Hershberger, ComBlu (2006)
  7. 7. Comp sales declined over 7.0% during Q1 of 2010.
  8. 8.
  9. 9. wom ology1 | Customer Experience2 | Customer Service3 | Great Advertising
  10. 10. “When you hit a wrongnote, it’s the next note thatmakes it good or bad.” Miles Davis Jazz Visionary
  11. 11. “You can play ashoestring if youare sincere.” John Coltrane Jazz Visionary
  12. 12. wom ology MAKEFOURDECISIONS
  13. 13. Decide to... Be Unique
  14. 14. Decide to... Be Obvious
  15. 15. Decide to... Be Affected
  16. 16. Decide to...Fix your “Broken Windows”
  17. 17. Before doing WOM,spend time and money to gain confidence in your business
  18. 18. john@BrandAutopsy.com www.BrandAutopsy.com @BrandAutopsy

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