The power of positive word-of-mouth is one of the fundamental truths of marketing. In a field that is undergoing seismic shifts, from data privacy to the metaverse, the superior impact of having your fans recommend your brand is undisputed. It’s more trusted. It’s more effective. And it’s more economical. But as with most things of value, it takes work. Creating the product or service and customer experience that produces brand fans is only the first step. Inspiring them....

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