Final STEPPS

I hope Berger’s book has given you a useful framework to understand what makes content more likely to spread. The take-away today comes up front: the tables in the epilogue sum up the whole book. The first table will help you keep the six principles straight, and the second table asks questions that will help you harness the power of each principle.

The Dove Evolution ad mentioned in the chapter was followed eight years later by the Sketches ad in the same campaign. Both are an example of starting a conversation (a form of a story) about an important issue that carries a brand name forward. What are some other brands or organizations that have done this?

My favorite examples from the last year promote the need to nurture the natural interest and ability girls and women have in science and technology. Let’s discuss whether these ads successfully maintain the link to the brand name.

  • A start-up called GoldieBlox produced the Princess Machine spot. It originally included a parody of the Beastie Boys song, Girls, that was removed in a copyright dispute with the band.
  • Verizon’s Inspire Her Mind spot shows a girl curious about the way the world works and the messages she hears through the years.
  • The Like a Girl ad from Always isn’t strictly about women and technology but does show the power of the language we use and how so much of our understanding of the phrase “like a girl” is socially constructed.

Class notes: Friday will be a workday on your Twitter scavenger hunt assignment. We meet again on Monday.

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