Quick Study: Advocacy Trumps Advertising; New Year’s Resolutions In the Office; Business Plan Mistakes to Avoid

*Advocacy vs. Advertising: A consumer survey conducted by Weber Shandwick across the UK, Germany, Italy and Spain demonstrates the increasing importance of brand advocacy, that is, the act of consumers promoting a brand to peers by word of mouth, in influencing brand choice. The results show a strong trend, with brand advocacy ranking by far as the most significant factor influencing consumer brand choice: