Ask Can a small brand grow just from word of mouth alone?

[Meridian]

Word of mouth can carry a small brand quite far, especially when the product truly works and people feel excited to talk about it. Friends trust each other more than adverts, so a good recommendation often does more than a paid campaign. But growth from word of mouth alone can be slow and hard to control since it depends on how many people are talking and how often. Is word of mouth enough on its own, or does it need extra push?