I hesitated because the brand was too good and although I would probably never buy enough from them to keep their income flowing I still wanted exclusivity to the extent I could control it.

It made me think about the theory of word of mouth and how some great products get almost all their publicity by word of mouth.

Sometimes even the most deserving products do not get their share of recommendation. There are many instances when word fails to get around:

1. When the product is comparable to that offered by the competitor but fails because of bad choices – bad choice of location for example.
Case: Last weekend I went for a movie to Adlabs (Hyderabad), the theater offers everything comparable to its competitor, except the really narrow roads that lead to it, less parking space and a mall in the third floor whose target audience clashes with those that Adlabs targets. I will never suggest this place to anyone, enough though the three hour movie watching experience was close to what other multiplexes offered.

2. When the product is so exclusive that you do not want people to know.
Case:There is a great gift shop in Pune called gift-a-way. Tucked away in a cozy corner in a busy street, finding it is an adventure and choosing from the delicious racks of handmade marvels is even more exciting. The place has the same set of loyal customers. Although the owner wants the customers to talk, they rarely ever do.

3. When the product is great, but tells people more about you than you want them to know.
Case: Parachute Therapie hair oil – Now I have tried it and at least six other people I know have tried it, but then it is everyone’s little secret. No one wants the world to know you are having hair issues.

4. When the product was great, but you are not sure if it was the best
Case: An all day pamper yourself massage at a spa. You know it was great, but who are you to say if you have been to the spa twice in your whole life. What if the others have tried all the other spas as well and the one you are raving about is the worst??

Word of mouth is meant to be about the product, but it rarely is. It is more like a secret that you tell your best friend, and only when the whole experience cuts the mark.