I was at an IAB event last week and watched an interesting presentation by Iain Tait from the talented gang at Poke. He talked about a book I hadn’t seen before called Made to Stick, which borrows from the study of urban myths to understand how as marketers we can create ideas that will stick. The take-home point was a rather satisfyingly cheesy acronym that sums up what makes an idea viral – S.U.C.C.E.S:
Simple
Unexpected (like the urban myth about waking up in a bath of ice without your kidneys)
Concrete
Credible
Emotional
Stories
Thanks for the tip, Iain.
