Collaborative Tools
They facilitate word of mouth, or what might be called "branded person-to-person communications"—for instance, the ratings that buyers offer sellers on eBay, the Lands’ End "shop with a friend" feature, Raging Bull’s discussion boards, and Pert’s viral marketing (which encourages consumers to e-mail their friends instructions for obtaining free Pert Plus samples). Collaborative tools such as consumer ratings, though essential for content- and community-oriented digital brands, are underutilized.
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