When have you been positively surprised by a brand ? What was the situation ? Why were you surprised ? What did the brand do so well ? I posed this question on Linked In and here's one of my favourite responses - from Rashi Mittal today:
"Extensive Psychological Research Studies show that 'Surprise' is actually one of the 'strongest' and most 'surest' ways to get people 'talking'. Schemas is the scientific term used for the way that we understand the world. Whenever a 'schema' is broken, people are likely to talk about it. (eg. when a plane lands in water, when a girl wins a hand-fight with a boy and so on.). I'm not even surprised that a discussion on 'how have brands surprised you' has led to so many more answers on linked in, than most average questions. :)
In any case, my favourite of the most recent ones has to be Benetton's Unhate campaign. A lot of positive energy. Breaks schemas like no other campaign in recent times. A conversation-starter like no-other. Viral Marketing at its best?".
In any case, my favourite of the most recent ones has to be Benetton's Unhate campaign. A lot of positive energy. Breaks schemas like no other campaign in recent times. A conversation-starter like no-other. Viral Marketing at its best?".
here's my email to Rashi:
"Thanks for helping me with your answer. I wanted to re-open this question in 2012 to see how people would respond, and which brands could be part of the conversation.
You rightly made me exercise my 'left' brain, and I'm going to dig up my Psychology books - for a timely refresher on some of the basics of human cognition, perception, and behaviour. I'm intrigued to see if Benetton can build momentum on their campaign and continue to stay part of the conversation and become relevant.
By the way, I love your concept of brandripples.com Its such a great universal metaphor; simple to understand and has that little piece of magic - by being able to visualise its meaning when hearing the name ! Love it."
By the way, I love your concept of brandripples.com Its such a great universal metaphor; simple to understand and has that little piece of magic - by being able to visualise its meaning when hearing the name ! Love it."
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