Calling up a new way of communicating

Klein, Saul
April 2006
Brand Strategy;Apr2006, Issue 201, p11
Trade Publication
The article highlights the significance of word-of-mouth advertising to create communities in building brands in the digital age. Good brand communication is essential in enabling strong word-of-mouth, which is then especially important for brands such as Skype, in the internet industry. Evidently, Skype helps create its own community, especially in the internet business, by delighting consumers by making their service easy to use.


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