Building a Contagious Brand: Find the Peanut Butter for Your Jelly

This week at Wharton Business School professor, Jonah Berger, discussed the STEPPS to making a brand go viral: Social Currency, Triggers, Emotions, Public, Practical Value, and Stories. Judging from audience reaction, the most eye-opening of the STEPPS was Triggers. Marketing teams continue to invest millions in rebranding campaigns to keep their products relevant, while overlooking the basic “PB&J” advertising strategy. Peanut Butter is all the advertising Jelly needs, because most households stock up on Peanut Butter, and almost always pair it with Jelly. In the same way, brands are challenged to tie their product to something that is top-of-mind and tip-of-tongue, in order to capture customer attention on a regular basis.

Source: Annual Summit 2013