Talk is cheap. And word of mouth, it is being recognised has the most important influence in customer preference. Church of the Customer blog calls them 1%ers, the tiny little army of passionate customers who create buzz around successful brands. People who love to talk about their likes and dislikes. The ones who create blogs about the brands they love. Like Moleskinerie one for Moleskin Note books. Like this bunch of Apple Newton PDA fanatics who have kept the brand alive almost ten years after it was discontinued. Or the amazing story of Stormhoek, a brand of South African wine, that increased its sale over five times in just two years by using word of mouth marketing. Read the Business Week cover story on Passion Marketing.