Keller Fay's new study purports to dismiss the widely held belief that WOM must come from brands and products offering new and innovative experiences. I am not sure I've ever believed that WOM has to start with crazy innovation or madcap stunts. I think the exceptional is a great catalyst but it's often the plug that best fills the hole for you that you go on to recommended. This could be cheaper flatpack furniture or boiled rice. many of 1000heads' clients are not product innovators (some are of course). People need practical advice and always will.

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