Online and offline conversations require different marketing strategies

Summarises findings from a paper published in the MIT Sloan Management Review journal on deriving value from conversations about your brand.

This article summarises "Deriving Value From Conversations About Your Brand", by Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels, MIT Sloan Management Review (Winter 2019).

In February 2017, Donald Trump, the newly elected U.S. president, took to Twitter to berate Nordstrom for dropping the Ivanka Trump clothing line, tweeting that the Seattle company had treated his daughter “so unfairly, terrible.” The number of weekly mentions of the Nordstrom brand on Twitter and other sites surged, while the tone of those conversations swung sharply negative. But in offline conversations, the sentiment stayed positive, and Nordstrom rolled through the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands