Issue 110 - 04 | Transforming Your Business To Be The Most Highly Recommended Brand In Your Category

By Paul M. Rand
Published Oct. 17, 2013 12:00 p.m.
“92% of consumers report that a recommendation from a friend, family member of someone they trust is the leading influence on their purchase behavior. Business-to-business buyers also rank recommendations at their top of their list.

Recommendations and word of mouth, of course, have always been important. But in the age of social media, they are essential. One-to-one communication has become one-to-millions. Word of mouth is now on steroids. Becoming, and staying, highly recommended has become the make-or-break business imperative.”

About Paul M. Rand | Paul M. Rand is the President and CEO of Zócalo Group and Chief Digital Officer of Ketchum. He is regularly quoted in leading business outlets and is a frequent speaker at industry conferences. Paul is the past president and board member of the Word of Mouth Marketing Association (WOMMA), and he currently serves on the board of the national Council of Better Business Bureaus (BBB). He is an adjunct faculty member and Vice Chairman of the Dean’s Advisory Board of DePaul University’s Driehaus College of Business and The Charles H. Kellstadt Graduate School of Business. Paul, his wife, Diane, and their three children live in the north suburbs of Chicago.
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