Many people believe that buzz is largely serendipitous. Not so. We have found that buzz is increasingly the result of carefully managed marketing programs.

Seed the vanguard. All customers are not created equal. Some – the vanguard – have disproportionate ability to shape public opinion. Increasingly, marketers are recognizing that getting their products into the hands of the vanguard can pay off exponentially in how the mass market ultimately responds.

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