Viral 2.0

Posted by Jonah Berger on December 17, 2013  /   Posted in Blog

There’s a lot of excitement around viral. But it’s time to move past the hype and focus on how it can really benefit business. It’s time for Viral 2.0.

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Is Controversy Good For Business?

Posted by Jonah Berger on August 07, 2013  /   Posted in Blog

From Anthony Weiner to Mountain Dew, controversial stories have flooded the news. But does controversy hurt or help?

Controversy has been in the news a lot lately.  While thousands of New Yorkers stand behind Anthony Weiner’s run for Mayor, his sexting scandal has threatened to overwhelm his politics. Rolling Stone magazine sparked a heated debate and fame after it put Boston bomber Dzhokhar Tsarnaev on its cover. Mountain Dew pulled an ad after people complained it was racist and JC Penney took down a billboard after a social media firestorm suggested the kettle on it looked like Hitler.

But can controversy be good for business?  Does it boost buzz?  Might it increase sales?  As I discuss in Contagious: Why Things Catch On, the answers may not be as simple as they seem.


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From Complacent to Contagious: Where is Your Brand on the Spectrum?

Posted by Jonah Berger on July 25, 2013  /   Posted in Blog

Why do some ideas spread like wildfire while others don’t? The Wharton School’s Jonah Berger has examined hundreds of baby names, thousands of New York Times articles and data from millions of YouTube videos to break down the elements that make things go viral. Here, the best-selling author joins the Engagement Project conversation by giving a glimpse at his findings on how brands can shift their thinking to create engaging, contagious content.

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How to Make Your Content Go Viral

Posted by Jonah Berger on July 13, 2013  /   Posted in Blog

Here’s my recent post on Mashable

If you asked Google a few years ago, “What makes things go viral?” you would get a simple answer: It’s luck. No one can predict what will go viral. You might as well buy a lottery ticket.

And that’s a great theory — except for the fact that it’s completely wrong.

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What Are Your Three Types of Ice?

Posted by Jonah Berger on June 26, 2013  /   Posted in Blog

Getting attention for you and your message is tough.  You need something that cuts through the clutter and shows rather than tells.  Here’s how to do it.

A few blocks from my house is a drinking establishment called Franklin Mortgage & Investment Company.  To call it a bar, or even a lounge, would be an understatement. Franklin Co. is part of the recent wave of craftsman drinking establishments that serves a range of artisanal cocktails.  No vodka, no red bull. Franklin Co.’s drinks are carefully designed to stimulate the palate. Organic egg white, apple butter, and Hibiscus Syrup are just a few of the specialty ingredients that make up some of their delightful potions.

But in case this isn’t enough, Franklin Co. has something else going for it: Three types of ice. Read More

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