Back in 1966(!), Ernest Dichter, the "father of motivational research", conducted a large study of word of mouth. One of the questions he looked at is what's driving people to communicate about brands. He identified four motivations:
- A product delivers an outstanding experience that must be shared
- An individual wants to gain attention or assert superiority
- A person wants to express neighborliness, caring, and friendship
- A message is so humorous or informative that it deserves sharing
The research brings up another important point that I discussed in this blog. The product is the most important ingredient in the marketing strategy.
Witty social media campaigns, snazzy web sites and even good content will not compensate for a bad product...