Being Buzz-Worthy Before Measuring Buzz

The Brand Autopsy blog writes about a recent Adweek article on measuring "buzz" (article available in PDF here). One interesting line from the blog post is their assertion that "the major reason why word-of-mouth hasn’t taken off is not because marketers lack the metrics to measure it[, but] because most products, services, and businesses simply aren’t worth talking about." I definitely agree with this - it is an issue that most of my clients struggle with daily.