Word of mouth proves value

A new UK pilot study (of research conducted in the US since 2006) shows that most word of mouth is positive--meaning customers are saying good things about brands. And brands are apparently a hot topic of conversation: people speak about 10 brands per day, especially:

Not surprisingly, research indicates that teens are a major source of word of mouth about brands. No matter who's talking, however, the key is trust. Even if a brand is perceived as having transgressed in some way, showing that the firm listens and responds to customers will help heal the rift and restore trust. In many cases, people will share more positive word of mouth about brands that have righted a wrong and renewed the customer's trust in them.