Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
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Bringing Marketing Academics and Practitioners Together to Study the Blurring<br />
Boundaries between Advertising and Retailing and Research on Online and Offline<br />
Word-<strong>of</strong>-Mouth<br />
Jonah Berger<br />
James G. Campbell, Jr. Memorial Assistant Pr<strong>of</strong>essor <strong>of</strong> Marketing, <strong>The</strong> <strong>Wharton</strong> <strong>School</strong><br />
Why docertainproductsgetmore<br />
word<strong>of</strong>mouththanothers<br />
<br />
<br />
JonahBerger<br />
<strong>The</strong><strong>Wharton</strong><strong>School</strong><br />
OldModel<br />
NewModel<br />
Advertiser/companycentric<br />
Networkcentric<br />
Lots<strong>of</strong>interestaroundsocialmediaand<br />
word<strong>of</strong>mouth<br />
WOMboostssales!!!!<br />
Let’sjumponthebandwagon<br />
th Butthesearetechnologies,notstrategies.<br />
Whyarecertain products,brands,orideas<br />
talkedaboutandsharedmorethanothers<br />
FundamentalRule<strong>of</strong>WOM:<br />
Productsneedtobeinterestingto<br />
betalkedabout<br />
“nobodytalksaboutboringcompanies,<br />
boringproducts,orboringads”<br />
(Sernovitz2006;Hughes2005;Rosen2008;Knox2010)<br />
Providessocialcurrency<br />
Conference Report<br />
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