Month: October 2017

Shh. Don’t tell how to make people talk about your brand

Shh. Don’t tell how to make people talk about your brand

Nonfiction book review in marketing

Contagious. How to build word of mouth in the digital age
By Jonah Berger / Simon & Schuster UK LTD, 2014. P. 244. £11.00 ISBN: 978-1-47111-170-9

From Wharton School at the University of Pennsylvania, John Berger has been investigating how products, services, brands and ideas can be at the centre of people’s conversation. It is the word-of-mouth, a marketing technique to make people to talk about a brand, a restaurant, a product. Contagious is one of Berger’s books, which stand for this technique and how it will impact on any company’s profitability.

On the menu. Berger launches his STEPPS model from which word – of – mouth is all about. It stands for social currency, trigger, emotion, public, practical value and story. By bringing on the table a series of anecdotes, the professor shows to the readers how every ‘station’ makes a product the centre of common conversation, online or offline.

When Berger talk about Social currency. Simply, he points out how to make remarkable a product, idea or brand. This is just to make remarkable selling points by using the mystery and the surprise effects. Besides, social recognition seems to be at the core at this point: people listen to other for recommendations, because people follow what looks “cool” and worthy to be commented.

Why people talk about the product or brand more than others? One word: stimuli. The key is to make people associate brands or products to sights, smells, sounds. The senses play a crucial role because they trigger the association between perceptions and thoughts. It is what Berger names “inducted transference”, that is to make people associate the brand or product with a sense and/or meaning.

Emotionality couldn’t be out of this story. Berger tells us about the marketing benefits by using the theories based on psychological arousal. Awe and happiness, as well as anger and anxiety impact on people’s sensitivities and make the audience remember the brand/product. Somehow, it is the rule of “when we care, we share” (p. 96).

Becoming Public the content is another Berger’s strategy. A viral content should be on the stage and accessible to be imitated by the collective, because at the end of the day, people do what others do. Using smartly the joy of the neologism, the author impress the readers by telling us about the “social proof”, that is people tend to imitate the behaviour of their peers because “People assume that the longer the line, the better the food must be.” (p. 131).

The value of your product or service must be practical. It is Practical Value, when the content is useful, because it carries practical information. It is the how to do it tactic. Based on the “prospect theory”, Berger suggests taking advantage of the point references people have on their imaginary and show deals as valuable as possible.

The last homework for marketers would be the Story. As the Greek story – the Trojan horse, a successful story is when it has a practical information or teaches something to people. The content should make people talk about the message because it is exchangeable, public and emotional.

In overall, Contagious is a great book for whom is curious about how videos are viral, or message or TV advertising. By this book, Berger contributes with vast information available for specialist and practitioners.

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On the North of happiness, wealth and sauna

On the North of happiness, wealth and sauna

Nonfiction book review.

The Almost Nearly Perfect People: Behind the Myth of the Scandinavian Utopia
By Michael Booth / Vintage Publishing, February 2015. £7.99. ISBN: 9780099546078

Michael Booth is a British freelance Journalist and award – winning for his numerous non – fiction books. His field of interest: food and travel, Japan and France and most importantly, Nordic countries. Hi book ‘The almost nearly perfect people’ is the writer’s hit of uncovering what it is behind of the Nordic countries’ wealthy and happy global reputation, by using neologisms, euphemisms and sometimes, sarcasms.

Booth introduces the topic with an extraordinary sense of humour, preparing the readers for future pleasurable pages. His definition of ‘who Scandinavians are’ warns the readers about his confidence, in regards to the topic. How come he dare to add Finns and Icelanders in the exclusive circle of wealthy people with fancy furniture?

Hygge, happiness & Wealth. The Danish section is a compilation of good connections between Gini’s index and happiness as variable. Connecting hypothetically wealth with happiness, he tried to discover the complexity behind of those associations in a way that let the readers formulate questions and amuse by extension. Is it possible to live in a very expensive country and smile 24/7? The country is ranked as one of the best countries to live as per quality of life index. Sarcastically, to reach such a happiness, do we have to live as ordinary Danish? Maybe the happiness is a matter of personal definition, readers could think.

Jumping up to the Norwegian land. Booth’s tone and his sense humor, reflected on the nickname ‘Dubai of the North’, seems to be different. Starting with 17th of May parade seems to be the perfect strategy to relax the audience for what he will tell us soon. Booth drives the audience’s attention towards two main points: Norwegians and immigrants and Norwegians and oil. Booth highlights past episodes: the murder of a young foreigner by radicals and how the oil shaped the society and determined the protectionist, closedness and indifference Norwegian behaviors. By the end of this part, Booth claims a truce, when he ends the chapter by telling the public: “It would be suit the Norwegians so much better to show a little more openness and generosity of spirit.” (p. 215)

Having an enjoyable time at the sauna. Booth’s sense of humor seems not have bounder when the reflector is on Finland. He opened the chapter by using a comical neologism which makes the reading more pleasurable. Here a bite: “If you ask me, they should just change the word ‘fantastic’ to ‘Finntastic’. Helsinki? Heavensinki more like” (p. 221). The climax is reached when he described his own experience at the Fins sauna, through the controversy of the nakedness rule. It must be admitted that the historical connection between cultural factors and the obsession for alcohol is well structured and motivates the audience to understand taciturnity Finnishness.

As per Sweden and Iceland. The sense of humor as a speech device does not change. He used it to uncover Elves’ belief and the defects of the democracy. Unfortunately, this chapter of the book do not present a well informed and strong connections as presented before, even if he uses allegorical resources to picture the iconic of each country, for instance Bjork.

The book is just a perspective from which it is possible to understand these cultures. The book is just an enjoyable reading while commuting work or waiting for the hairdresser. The Booth’s unique selling point is his writing style, but it never must take as a guide to understand a whole culture.

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