Brains on Fire is an Identity Management company that John Moore of Brand Autopsy is serving as Marketer-in-Residence. They have a post about advertising campaigns versus Word-of-Mouth movements. Just the terms tell you that there are distinct differences. Campaigns have a term limit (since you can only spend so much money on advertising & marketing), but Movements are ongoing. Word of Mouth never stops. Customer reviews on shopping sites. Angie’s List. Bizrate. Your reputation is your most valuable branding asset.