A blog today from the Harvard Business Review suggests that the art of brand building via social media was first mooted 50 years ago.

David Aaker the author of Brand Relevance: Making Competitors Irrelevant reveals that Ernest Dichter, the father of motivation research, did a large study of word of mouth persuasion that was reported way back in a 1966 Harvard Business Review article.

It’s some interesting academic backing for the message we’ve been promoting for ages: Social media is just traditional marketing in digital clothes.

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