Why We Talk: The Truth Behind Word-Of-Mouth: 7 Reasons Why Your Customers Will--Or Will Not--Talk about Your Brand

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Product Details

  • ISBN-13: 9780971481534
  • Publisher: Creative Crayon, LLC
  • Publication date: 2/28/2007
  • Pages: 134
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.70 (d)

Table of Contents

Foreword     I
Preface: Beware of "WOM Marketers"     V
Overview     1
An Overview of Why We Talk     3
The Consumer Has Won     3
The Essence of Why We Talk     4
Essential WOM Lessons for All Marketers     4
The Seven Principles of "Why We Talk" for Marketers     6
How to Read this Book     9
A Hypersonic Word-of-Mouth World     11
The Forces Behind Talk     12
Grunt-of-Mouth Grows Up     16
Time Compression: The Need For Speed     18
At The Hand of the Customer...     20
Biological Need for Speed     22
Media Fragmentation: You Don't Need Mass Media to Inspire Mass Interest     24
Ignoring Irrelevance     25
Mass Interest     26
"Average" Customer = Average Advertising     28
The Opportunity of Fragmentation     28
An Anthropological, Historical and Psychological Analysis of Talk     31
Language: The Anatomy of Communication     32
The New Tower of Babel     33
Satisfying a Basic Need     33
The Language Instinct     35
Reciprocal Altruism     37
A Love Affair withResearch     38
The Illusion of WOM Marketing     39
WOM Subsets: Gossip and Rumor     40
Gossip: The Backbone of WOM     42
Enforcing the Moral Code     43
Gossip and Grooming     45
The Need for Groups     46
Product-Based Groups     47
Connectedness: The Architecture of Gossip     49
Six Degrees of Separation     49
The Strength of Weak Ties: A Lumpy Bowl of Oatmeal     50
The Science of Networks     51
The Online World Strengthens Weak Ties     52
Forging Friendships Online     53
An Equality of Influence     54
Social Systems: Where We Talk     57
A Group's Nucleus is the Individual     58
Probability Blindness     59
The Collective Mind     60
The Competitive Advantage of Human Potential     61
Conscious Acceptance at the Group Level     63
The Ultimate Goal of Branding: Self-Actualization     64
Fostering Customer Communities     65
Be Weird Together and Be Weird No More     66
Seven Principles for Understanding Word-of-Mouth     69
Introduction     70
The Principle of Integrity     71
The Master Con Game     71
What the Principle of Integrity Means for You     73
How to Apply the Principle of Integrity to Your Business     74
The Principle of Status     75
LiveStrong Mania     75
Scarcity Generates Talk: The Cascading Tulip Craze     76
What the Principle of Status Means for You     78
How to Apply the Principle of Status to Your Business     79
The Principle of Cool     80
Cool...It Isn't Just for Teens     80
Ignored Today, Cool Tomorrow     82
What the Principle of Cool Means for You     83
How to Apply the Principle of Cool to Your Business     84
The Principle of Groups     85
Embracing the Critical Few     85
Influencing Product Decisions     87
Teenagers: A New Breed of Humans     87
Taking Down the KKK     89
What the Principle of Groups Means for You     90
How to Apply the Principle of Groups to Your Business     91
The Principle of Influence     92
Gladwell's Big Three & Population Size     92
A Passion for Wine     93
A World of Bloggers     94
What the Principle of Influence Means for You     98
How to Apply the Principle of Influence to Your Business     99
The Principle of Meaning     100
The Rise of El Nato     100
Mormon Mania     102
What the Principle of Meaning Means for You     103
How to Apply the Principle of Meaning to Your Business     104
The Principle of Surprise     105
Frog Prince Marketing     105
Negative WOM Spreads Like Wildfire     107
Shyamalan's Surprise     108
What the Principle of Surprise Means for You     109
How to Apply the Principle of Surprise to Your Business     110
Epilogue     111
Learning to Listen     112
References     116
Bibliography     121
Acknowledgements     129
About the Authors     131
About Nonbox Consulting     133
Other Publications     135
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