Zócalo is a Mexican word for a town's main plaza or square -- a community gathering spot where people go to share thoughts, ideas and recommendations. Today, we no longer seek out a single "Zócalo." We go to an increasing number of channels - on-line and off-line - to find and share information

We are often asked, what is a Zócalo in the context of the brand conversation? What makes this different from "word of mouth advertising" or "viral marketing?" Simply put the Zócalo is where people come together to share their experiences with people they trust.