Thomas Gad, Author at Branding Strategy Insider

The Drivers Of Viral Brand Messaging

In their research paper ‘What makes online content viral?’, Jonah Berger and Katherine Milkman show how surprise is one of the most important requirements of content, after practical value and interest. Practical value and interest are usually addressed at the product innovation and development stage, but surprise can be effectively used later on, as well.

Brand Perception Management

During all the years of my practice, by far the best definition of branding I have used is ‘managing perceptions in people’s minds’. It tells us where the effect of branding takes place – in people’s minds – and it tells us what that effect is – managing perceptions.

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