publisher first sent cease and desist letters to owners of fan sites and blogs, writers of fan fiction and creators of fan art, they quickly realized that allowing consumers to take control of the conversation on the social Web and make the brand their own was far more powerful than trying to stop it. Fans always wanted more of the Harry Potter brand, and the Internet became a place where the Harry Potter community could socialize, network and experience the brand in their own ways.
Leveraging the power of the Internet as a catalyst to build word-of-mouth marketing is critical if you want to achieve similar success. Word-of-Mouth Marketing and an Online BuzzĪsk 100 people how they first heard about Harry Potter and the vast majority of them (if not all of them) will tell you they heard about Harry Potter from another person, such as a family member, friend or colleague.
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