“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger

"Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger


In a world where digital marketing is no longer a choice but a necessity, understanding the mechanics of virality can be a game-changer for any brand. Jonah Berger’s “Contagious: How to Build Word of Mouth in the Digital Age” emerges as a must-read for those looking to harness the power of word-of-mouth in today’s digital landscape. Here, at iPOTT IKV, we believe in empowering our community with knowledge that transcends traditional marketing boundaries. That’s why we recommend “Contagious” as a critical addition to your marketing arsenal.

A Glimpse into “Contagious”

“Contagious” isn’t just another marketing book. It’s a journey into the psychology behind why people talk about certain products more than others and why some stories and rumors are more infectious. Berger, a marketing professor at the Wharton School, presents a compelling blend of research-backed insights and captivating storytelling. The book breaks down the key ingredients that make ideas or products go viral.

“Just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues.”

This quote highlights the concept of social currency, emphasizing how sharing information can elevate one’s status in the eyes of others, thereby making the information more shareable.

Chapters Overview

  1. Social Currency: Understanding how making people feel like insiders boosts your message’s shareability.
  2. Triggers: Identifying everyday cues that keep your product or idea on top of people’s minds.
  3. Emotion: Leveraging the power of emotional connection to drive people to share.
  4. Public: Making things more observable, making them more imitable.
  5. Practical Value: Packaging knowledge and information in a useful way.
  6. Stories: Wrapping your product or idea in stories that people want to tell.

Our thoughts

At iPOTT IKV, we believe in the power of actionable knowledge. Berger’s “Contagious” aligns perfectly with this philosophy. It’s not just theory; it’s a practical guide filled with actionable steps. The book’s brilliance lies in its simplicity and the use of real-world examples that demystify the concept of virality. It’s a treasure trove for marketers, entrepreneurs, and anyone looking to make their ideas stick in the digital age.

“When we care, we share. Emotional content often goes viral, so focus on feelings rather than function.”

This quote underscores the significance of emotional engagement in driving virality. It suggests that creating content that resonates emotionally with the audience is more likely to be shared, compared to content that merely focuses on functional aspects.

Who Should Buy This Book?

“Contagious” is an essential read for:

  • Digital Marketers: To gain insights into creating campaigns that are naturally shareable.
  • Entrepreneurs: To understand how to make their ideas catch fire in the market.
  • Content Creators: To learn the art of crafting stories that resonate and spread.
  • Business Leaders: To grasp the dynamics of word-of-mouth in brand building.

What to Expect

Expect to be armed with a new perspective on how and why certain things catch on. Berger’s six principles are not just theoretical; they are tools that you can start applying to your business or idea immediately. Expect to find yourself looking at marketing and communication strategies in a whole new light.

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