We didn't see any statistically significant relationship between our buzz and our short-term sales. . . Is that the end of the story? I would say no. This is one study on a set of brands in a particular company within a certain segment of the consumer-packag ed-goods industry. It is by no means a generalized result that applies to all industries.
Saying you have a political solution is like saying you can write a pop song that's going to stay at the top of the list forever. I don't have many illusions about this, but I'm not cynical about it.