Kaizo launches the Kaizo Advocacy Index

Our new study tracks brands in key sectors based upon their recommendability via content online.

We live in a Web 2.0 world, where online content is a key source of brand reputation – good or bad – increasingly driving offline conversations and – ultimately – consumer decision-making.

So what does the online recommendability league table looks like at present?

In 2007 we took the logic of the Net Promoter Score (NPS) to the next level and developed the Kaizo Advocacy Index, a study that tracks brands in key sectors (food, software, airline, automotive and beauty) based upon their recommendability via content online.

The results provide a real indicator of likely business challenges based on comparative recommendability and highlight the need for all organisations and businesses to:

– Value and protect their online reputation
– Plan for the reputational risks and benefits of Word-of-‘Mouse’; and
– Engage with online influencers to stimulate and influence the right kind of Web content.