Creating a Contagious Brand: How to Drive Word-of-Mouth and Influence in an Always-On World - Retail Innovation Conference & Expo

Creating a Contagious Brand: How to Drive Word-of-Mouth and Influence in an Always-On World

May 11
1:30 pm – 2:15 pm CT
Jonah Berger
Jonah Berger
Wharton School



In the new world of retail, consumers have access to more options than ever before. With a few clicks of a mouse or taps of a finger, they can access thousands of brands they’ve never heard of before. Even a quick drive down the street can provide them with several alternatives to meet one distinct need.  
While the prevalence of digital has helped level the playing field for many up-and-coming brands, it also has made standing out significantly more difficult. Every day, there’s a new viral sensation, a new hot brand and a new trend to transform the industry. How can brand leaders navigate and respond effectively?  
During this thought-provoking session, marketing professor and international best-selling author Jonah Berger, will dissect what really makes ideas, products and brands catch on. He’ll outline:  

  • The conscious and unconscious forces that shape human behaviors, especially how they buy;
  • The correlation between these social influences and the makings of buzzworthy brands;
  • How to apply six core principles that will drive word-of-mouth and social transmission; and
  • Ways to harness this virality to activate long-term retention and loyalty.

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