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How to master the power of buzz Trendspotters and bestselling authors Marian Salzman and IraMatathia demystify buzz and show how marketers can create andleverage it for the success of their products and services. Theworld we inhabit is in constant flux, and the captive audience onwhich advertisers relied for years no longer exists. Branding todayrequires a flexibility and creativity that have thus far eludedmany traditional practitioners. When there is no clear forum forcommunicating your brand message to the audience, you must haveyour audience do it for you. The authors show how and why buzzworks, examining case studies like Kate Spade, Madonna, Bulgari,Ford, Nokia, and French Connection. They explore the role specificconsumer groups play in setting trends, show how influence works,reveal the efficacy of shock ads, and explain how to manage brandmomentum. This book is a dynamic guide that sheds new light on thetopic of buzz using real-world examples and case studies that showhow marketers can manufacture the seemingly authentic word-of-mouthto which today's cynical consumer responds.