“Why and What do Brands Do to Inspire Conversation?”
Janelle Zurek, vice president of innovation at P&G’s Tremor, did a nice job of identifying the keys to effective word-of-mouth messaging. She explained that things that disrupt a set of established mental associations, or “schema,” get us thinking. Then, if a disruptive idea is considered relevant and useful, our social survival instincts will prompt us to share it with others. So in order to create messages that will spread by word of mouth, you need to find the thing that will disrupt people’s established beliefs and make them stop and think.
Janelle proposed that it is the things that do not fit an established mental schema that make people engage their conscious minds.
Excerpts from an article by Nigel Hollis (Millward Brown)
Janelle Zurek, vice president of innovation at P&G’s Tremor, did a nice job of identifying the keys to effective word-of-mouth messaging. She explained that things that disrupt a set of established mental associations, or “schema,” get us thinking. Then, if a disruptive idea is considered relevant and useful, our social survival instincts will prompt us to share it with others. So in order to create messages that will spread by word of mouth, you need to find the thing that will disrupt people’s established beliefs and make them stop and think.
Janelle proposed that it is the things that do not fit an established mental schema that make people engage their conscious minds.
Excerpts from an article by Nigel Hollis (Millward Brown)
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