from John Wilshire
– Verb is the thing a company does
– Reverb is the reverberations of that action across social media spaces (twitter, facebook, blogs… the ‘oooo, did you see what they did’…)
– Amplify is when you take the story of what you did, and the reaction to it, and turn that into stories to tell through advertising.
Basically, advertising is not the thing that you do, it’s the story of the things that you’ve done.