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Word-of-Mouth Marketing

What Does Marketing Actually Do?

As a branding strategist, I don’t typically advocate isolating marketing as a siloed function—at the executive level, business goals should transcend departmental boundaries. Whether it’s revenue growth, customer loyalty, or market leadership, the goal is the goal. How we get there should be driven by strategy, not departmental lines.

But here’s the reality: As we scale organizations and activate different parts of the business to achieve these goals, clarity becomes power. Especially in marketing—often misunderstood, frequently overcomplicated, and too rarely aligned with executive priorities.

So let’s simplify—strategically.

Before dissecting the various components of marketing, it helps to anchor ourselves with a foundational definition.

So, What Is Marketing?

At its core, Marketing is the act of putting your offering in the world in a way that people understand it, want it, and can get it.

In other words, it’s how you communicate your value to the market.

From a Cult Branding perspective, this isn’t just about transactions—it’s about building emotional resonance, loyalty, and advocacy over time. Marketing is how we begin the conversation with our future Brand Lovers.

Now let’s break down the tactical expressions of that conversation:

The Strategic Functions of Marketing

  • Advertising: Paid amplification of your message. Think reach, repetition, and resonance—at scale.
  • Social Media: Digital word of mouth. A pulse check on your tribe and a platform to inspire belief and belonging.
  • Publicity: Earned attention. Getting the media to spotlight your story because it matters.
  • Public Relations (PR): Managing perception and deepening trust. PR is your brand’s reputation firewall.
  • Market Research: Understanding your audience—not just what they do, but why they do it.
  • Branding: The soul of your organization expressed consistently. It’s the symbol system that unites your internal culture and external perception.
  • Email Marketing: Direct, permission-based access to your customer’s attention. A powerful tool when it respects the relationship.
  • Search Engine Optimization (SEO): Visibility when intent is high. It’s where branding meets behavioral psychology.
  • Content Marketing: Delivering value before asking for anything in return. Great content builds trust and thought leadership.
  • Marketing Automation: Scaling personalization. Efficiency meets empathy.
  • Analytics: Turning noise into insight. Let data illuminate—not dominate—decision-making.

Executives don’t need complexity—they need alignment. 

They need to know how marketing activates business strategy. 

They need to see how it connects to customer intimacy, loyalty, and growth.

So next time someone asks, “What does marketing actually do?”, don’t hand them a 97-slide deck.

Tell them this:

Marketing creates connections. It brings your brand’s promise to life. And when done right, it doesn’t just drive revenue—it builds a following.

And that’s where cult brands are born.

May 23, 2025 by

Beyond Transactions: How Purpose-Driven Brands Win Devotion

In an age where consumers are inundated with choices, why do some brands earn unwavering devotion while others remain forgettable? 

The answer lies not in discounts or clever marketing tricks but in something far more profound: 

Purpose.

A purpose-driven brand transcends mere transactions. 

It builds emotional connections, ignites passion, and fosters loyalty—not because of what it sells, but because of what it stands for.

The Shift from Selling to Belonging

Traditionally, businesses focused on products and prices, believing that quality and value were enough to win customers. But today’s most iconic brands understand that people don’t just buy what you sell; they buy why you sell it.

Take Patagonia, for example. The company isn’t just in the business of outdoor apparel—it’s on a mission to protect the planet. This ethos isn’t an afterthought; it’s woven into every decision, from supply chain ethics to its famous “Don’t Buy This Jacket” campaign, urging customers to buy less and make sustainable choices. The result? A fiercely loyal community that sees Patagonia as more than a brand—it’s a movement.

Purpose Activates Word of Mouth

People naturally talk about things that make them feel something. When a brand stands for a larger purpose, it gives customers a reason to share its story. This is the fuel behind cult brands—their followers don’t just purchase; they advocate.

Consider Liquid Death, a brand that took the simple act of drinking water and turned it into an irreverent, punk-rock rebellion against plastic waste. The brand’s voice, values, and radical environmental stance create an army of fans who proudly spread the message.

Building a Purpose-Driven Brand

If you want to move beyond transactions and build true devotion, consider these principles:

  1. Define Your Purpose Clearly
     Ask: Why do we exist beyond making money? Your purpose should be authentic, clear, and compelling.
  2. Align Actions with Values
     It’s not enough to have a mission statement—your brand must live it. Authenticity builds trust; inconsistency erodes it.
  3. Create Experiences, Not Just Products
     Brands like Apple and Nike don’t just sell items; they design immersive experiences that reinforce their deeper purpose—whether it’s innovation or human potential.
  4. Empower Your Community
     When customers see themselves as part of something bigger, they become your most vocal advocates. Give them ways to participate, contribute, and share in your mission.

The Future Belongs to Brands with Meaning

In a world of infinite choices, the brands that inspire loyalty aren’t just the ones that offer the best products—they’re the ones that make people feel part of something bigger. 

Purpose-driven brands don’t just win customers; they earn devotion.

Are you building a movement?

March 30, 2025 by

DUDE Wipes: The Power of Word-of-Mouth and a Dash of Humor

From one dude to another, have you heard the tale of DUDE Wipes? This brand is making waves—clean ones, of course—and their story is spreading far and wide. It’s a testament to just how powerful word-of-mouth marketing can be.

A buddy recently raved about DUDE Wipes, and after diving in, it’s easy to see why they’re crushing it. But this brand isn’t just about selling wipes; it’s about building something bigger—a movement, a vibe, and a community of dudes who appreciate humor, innovation, and a great product.

At the helm of it all is CEO Sean Riley, who’s not only focused on delivering a quality product but is also passionate about sharing advice to help other entrepreneurs grow their businesses. Talk about wiping away barriers to success!

What sets DUDE Wipes apart is their unique approach to branding. It’s the puns, the laughs, and the unfiltered fun they bring to the table. Whether it’s a clever tweet that makes you chuckle or a hilarious TikTok that gets shared a million times, this isn’t just a brand—it’s a vibe.

DUDE Wipes has mastered the art of making bathroom humor relatable and enjoyable. They’ve taken a simple product and infused it with personality, creating a wave of witty, bathroom-humor joy that resonates with their audience.

The takeaway? 

DUDE Wipes isn’t just cleaning up in their category—they’re redefining it. Their success shows the power of blending quality products with authentic branding, humor, and a strong community vibe.

December 15, 2024 by

Boost Your Brand’s Success with Expert Tips from My Bestsellers

Hi, I’m BJ Bueno, and for over 23 years, I’ve been building brands and leading teams to create unforgettable experiences for customers worldwide. My passion lies in helping brands connect with their audiences in meaningful ways, delivering that “wow” factor that drives lasting loyalty and success.

The journey of writing my first book, The Power of Cult Branding, in collaboration with Matthew Ragas PHD and Random House, was transformative. From the outset, I knew this project would redefine how brands could build communities. Reviews like Al Ries’s—“You’ll want to create a cult brand as soon as possible after reading this”—validated the impact of our work.

This experience led me to Why We Talk, inspired by Steven Pinker’s insight that humans are wired for communication. Understanding this changed my approach to branding, showing me how word of mouth could become the most powerful force in building loyal brand communities. Darryl Cobbin’s review confirmed this: “Reading this book will forever change your approach to business and personal relationships.”

Finally, working with major retailers such as Walmart, Kohl’s, and Scheels led to Customers First, my collaboration with McGraw-Hill. This book was born out of a need to create a marketing dashboard that puts the customer at the center of everything—helping brands connect with their customers authentically and meaningfully.

Each book has brought me closer to understanding the intricacies of human nature and its role in building powerful, lasting brands.

The posts I share stem from the extensive research and effort that shaped my books. 

I appreciate you joining me on this journey to better understand how brands succeed in today’s competitive marketplace.

Best Regards,

BJ Bueno
Branding Strategist | Cult Branding Expert | Educator

October 2, 2024 by

8 Proven Strategies to Create Shareable Content for Word-of-Mouth Marketing

Word-of-mouth (WOM) marketing is a powerful tool to amplify your brand’s reach and credibility. Crafting shareable content is essential to harnessing its potential. 

Here are eight strategies to help you create content that people cannot wait to share.

1. Know Your Audience Inside and Out

Before creating content, understand your audience deeply. Develop detailed audience personas to capture their motivations, challenges, and interests. Use customer feedback and data to refine your understanding. Whether you’re crafting content for a marketing campaign or promoting a product on a 홀덤 사이트, tailoring your content to meet their needs and preferences will make it more relatable and shareable. This approach ensures your message resonates with your target audience, driving engagement and achieving your desired outcomes.

2. Deliver High-Quality, Valuable Content

People share content that they find valuable. Ensure your content provides entertainment, information, or emotional resonance. High-quality content that solves problems or offers unique insights will likely be shared. Incorporate storytelling to captivate your audience and make your content memorable.

3. Tap Into Emotions

Content that evokes strong emotions like joy, surprise, or anger is highly shareable. Use compelling narratives that connect emotionally with your audience. Whether it is a heartwarming story or a surprising fact, make sure your content strikes an emotional chord.

4. Encourage User-Generated Content

User-generated content (UGC) is compelling for engagement and WOM marketing. Encourage your audience to create and share content related to your brand through contests, giveaways, or simply by asking for their opinions. UGC drives engagement and builds a community around your brand.

5. Make Sharing Easy

Simplify the sharing process using clear, compelling calls to action (CTAs) and prominently placed social sharing buttons. The more accessible your content is, the more likely people are to share it. Remove any barriers that might prevent sharing.

6. Leverage Visual and Interactive Elements

Visual content such as images, videos, and infographics is more engaging and shareable. Add interactive elements like polls, quizzes, and contests to make your content fun and engaging. These features can significantly boost participation and sharing.

7. Collaborate with Influencers

Partnering with influencers or industry experts can significantly amplify your message. Influencers can help you reach a broader audience and add credibility to your content. Ensure the influencers align with your brand values to maintain authenticity.

8. Engage and Respond to Feedback

Monitor customer feedback and actively engage with your audience. 

Responding to comments, questions, and concerns shows that you value their input and are committed to improving their experience. 

This interaction fosters positive word-of-mouth and encourages further sharing.

By implementing these strategies, you can create content that captures your audience’s attention and encourages them to share it, driving word-of-mouth marketing and expanding your brand’s reach. 

Happy sharing!

June 23, 2024 by

Unleashing the Power of Influencer Marketing

In my exploration of word-of-mouth marketing, I delved deep into the intricacies of human behavior—what drives us to share stories and engage in conversations that shape our perceptions and choices. 

This fascination led me to influencer marketing, where brands wield the power of authentic connections to reach and resonate with their audience. 

Allow me to introduce Natalie Tommy, CMO of The Wellings, whose approach to influencer partnerships exemplifies the transformative potential of this strategy. By seamlessly integrating influencers into their brand narrative, The Wellings has forged connections that transcend mere marketing tactics, tapping into the essence of what truly matters to their audience.

Now, let us journey deeper into influencer marketing, where brands like The Wellings are not just riding the wave of trends but crafting meaningful connections that resonate with their audience on a profound level. 

As we navigate through the nuances and challenges of this dynamic landscape, we will uncover the strategies, best practices, and innovative approaches that propel influencer marketing beyond mere buzzwords and into transformative brand building.

Effectiveness Unveiled:  

Influencer marketing is not just a trend but a proven strategy yielding tangible results. Research shows that businesses earn an average of $5.20 in return for every dollar invested in influencer marketing. These numbers speak volumes about the power of influencer-driven engagement and authenticity in connecting with consumers.

Navigating Challenges:  

While influencer marketing offers immense potential, it also comes with its fair share of challenges. Authenticity and trust are paramount; brands must tread carefully to ensure their partnerships resonate with their audience. Navigating the influencer marketing landscape requires careful consideration and strategic planning, from finding the right influencers to negotiating fair terms and ensuring transparency.

Compliance Matters:  

In an era of increasing scrutiny and regulation, compliance is non-negotiable. Regulatory bodies like the Federal Trade Commission (FTC) have established guidelines for transparency in influencer marketing partnerships. Adhering to these guidelines is about avoiding legal repercussions and building trust and credibility with your audience.

Innovation Fuels Growth:  

As the influencer marketing landscape evolves, brands must embrace innovation to stay ahead. Micro and nano influencers are gaining traction for their ability to deliver highly engaged, niche audiences. Long-term partnerships offer opportunities for deeper connections, while advancements in AI-driven analytics empower brands to optimize their campaigns with precision and efficiency.

Learn from the Pros:  

The best way to understand the potential of influencer marketing is by learning from the success stories of industry leaders. Take Glossier’s collaboration with beauty influencers or Nike’s partnership with athletes, for example. These brands have mastered the art of influencer marketing, leveraging authenticity and creativity to drive tangible business outcomes.

FutureForward Thinking:  

Looking ahead, the future of influencer marketing is bright. Brand builders can unlock endless possibilities for growth and engagement by prioritizing authenticity, transparency, and meaningful connections. As technology continues to evolve and consumer preferences shift, staying agile and adaptable will be crucial to success in the dynamic world of influencer marketing.

Influencer marketing offers unparalleled opportunities for brand builders to connect with their audience meaningfully. 

By understanding the intricacies of this strategy, embracing innovation, and staying true to their brand values, businesses can unlock the full potential of influencer marketing and chart a course for long-term success. 

Let us go beyond the hype and build something truly extraordinary together!

March 26, 2024 by

Unlocking the Power of Digital Word of Mouth in Your Brand Strategy

Dear Brand Leaders,

Digital Word of Mouth (DWOM) has emerged as a persuasive marketing strategy with a high win probability. 

It utilizes online platforms’ expansive reach and influence to shape consumer behavior and decision-making. 

Here is how you can effectively incorporate DWOM into your business strategy:

Harness the Power of Social Media: Social media platforms are integral to DWOM, creating content and sharing space that reaches a broad audience. Users’ trust in peer suggestions on platforms like Facebook can significantly enhance the effectiveness of word-of-mouth marketing​​​​.

Encourage and Value Customer Reviews: Actively prompt customers to leave reviews on your websites, social media pages, and popular review sites. Addressing both praise and criticism not only shows your commitment to customer service but also has the potential to turn less favorable experiences into positive outcomes​​​​.

Foster Brand Advocacy: Identify and cultivate relationships with loyal customers to transform them into brand advocates. Utilize incentives, exclusive promotions, or referral programs as motivation for spreading positive word-of-mouth​​.

Leverage Influencer Marketing: Collaborating with influencers who command significant followings on social media can significantly enhance your brand’s visibility and credibility. Their endorsements can impact brand awareness and sales considerably​​​​.

Create Compelling, Shareable Content: Develop content that resonates emotionally, is relatable, and provides value. Visual content, in particular, is more likely to be shared widely​​.

Monitor and Engage in Online Conversations: Monitor and engage in online conversations about your brand by paying attention to social media, forums, and review platforms. Responding promptly to comments demonstrates a dedication to customer satisfaction​​​​.

Initiate Amplified word-of-mouth campaigns: Engage in intentional marketing efforts like referral marketing, customer testimonials, and social media campaigns to stimulate conversations and generate positive recommendations​​.

Understand and Utilize Online Review Platforms: Recognize the impact of review platforms such as Yelp, which have established strong communities. Utilize their tools, like “Find us on Yelp” signage, to encourage customer reviews and interaction​​.

Choose Platforms and Channels Strategically: Determine the most suitable platforms and channels that align with your audience and campaign goals. This might include popular social media platforms for direct audience engagement​​.

Develop a Tailored DWOM Strategy: Establish clear goals, understand your target audience, select the right platforms, and create content that resonates with your audience. This approach should increase brand awareness, drive traffic, and boost conversions​​.

To kickstart your journey with DWOM, here are three actionable tips:

Start Small and Scale Up: Focus on one or two platforms where your audience is most active. Gradually expand your efforts as you gain more insights and results.

Engage Regularly and Authentically: Regular engagement on social media and review platforms is critical. Ensure your interactions are authentic and reflective of your brand values.

Measure and Adapt: Continuously monitor the performance of your DWOM strategies. Use the insights gained to adapt and refine your approach for better results.

By embracing DWOM, you can transform how your brand connects and engages with its audience in today’s digital-first world. 

Good luck!

February 13, 2024 by

Red Bull’s Word-of-Mouth Marketing Wings

Red Bull has mastered the art of word-of-mouth marketing, tapping into the fact that 92% of consumers trust recommendations from friends, family, and their peers over traditional marketing methods.

Additionally, 83% of Americans report that they are more inclined to buy a product or service when it’s suggested by someone they trust. During a recent review of digital campaigns, we noticed that conversations around new online betting sites 2025 on peer recommendation boards consistently led to higher sign-up rates, underscoring just how much influence credible voices hold in this space.

At the heart of Red Bull’s approach are two key strategies:

They are creating buzzworthy, on-brand experiences and leveraging the power of brand ambassadors.

For example, their Wings Team, composed of youthful and adventurous ambassadors, plays a pivotal role in this strategy.

They engage with people in one-on-one interactions and at various events, sharing the Red Bull experience.

Moreover, Red Bull sponsors thrilling, extreme sports events that naturally generate conversation.

From cliff diving spectacles to awe-inspiring feats like Robbie Maddison’s motorcycle backflip over London’s Tower Bridge, these events are not just about the sport but also about creating stories that people love to share.

The annual Flugtag event, where participants build and pilot their human-powered flying machines, is another testament to Red Bull’s commitment to creating unique, shareable experiences.

In essence, Red Bull’s marketing flies high on the wings of engaging experiences that resonate with people, encouraging them to spread the word.

Their strategy is a dynamic blend of adventure and personal connections, showing that the best marketing often happens when people can’t stop talking about your brand.

January 23, 2024 by

Mastering Word-of-Mouth Marketing: 10 Proven Strategies To Use In 2024

In the ever-evolving digital era of 2024, the significance of word-of-mouth marketing has never been more crucial. Amidst the deluge of advertisements and information, this marketing approach is pivotal for brand success, as demonstrated by cult brands like Apple, Disney, and Supreme.

Drawing inspiration from successful cult brands, this guide offers C-level executives a roadmap to harnessing the power of customer-driven marketing to elevate their brand’s stature and influence.

What is Word-of-mouth Marketing?

Word-of-mouth marketing, a highly effective yet often underestimated strategy, stimulates organic conversations to create a positive buzz. 

It’s about creating an exceptional brand experience compelling enough for customers to recommend it to others naturally.

This approach is pivotal, especially for significant investments where trust is paramount. 

The aim is to initiate a ripple effect, where satisfied customers become brand ambassadors, thus continuously attracting new clientele and enhancing revenue.

Strategies for Word-of-Mouth Marketing in 2024

Content Marketing à la Apple: Develop a comprehensive content marketing strategy akin to Apple, offering a mix of informative, entertaining, and relevant content across diverse channels.

Harness Customer Reviews and Ratings: Like Disney, encourage and highlight customer reviews across platforms, using positive feedback as social proof to build credibility.

Engage with Influencers and Industry Leaders: Collaborate with authoritative figures in your niche, mirroring the strategic alliances seen in Supreme’s marketing.

Exceptional Customer Support: Prioritize customer support excellence to transform clients into advocates, like Apple’s customer-focused approach.

Industry Events and Networking: Engage in events and networking, showcasing your expertise and forging valuable relationships, similar to Disney’s industry presence.

Social Proof Utilization: Display testimonials and endorsements, leveraging the social proof concept effectively employed by cult brands.

Gamification of Customer Experience: Introduce gamified experiences for customers to encourage brand sharing and engagement, akin to tactics used by Supreme.

Community Outreach and Social Responsibility: Like Disney, engage in initiatives that resonate with your brand values, enhancing community trust and support.

Exclusive Incentives and Rewards: Offer unique referral incentives, drawing inspiration from the whole and coveted releases by Supreme.

Continuous Monitoring and Analysis: Utilize analytics tools to monitor and refine your strategies, ensuring they align with the evolving market dynamics.

Word-of-mouth marketing offers numerous benefits, including building trust, cost-effectiveness, expanding reach, higher conversion rates, fostering long-term relationships, providing competitive advantages, holding viral potential, and offering valuable customer feedback.

Mastering word-of-mouth marketing is essential for thriving in a competitive market.

January 8, 2024 by