Social Currency

We share things that make us look good

Triggers

Top of mind, tip of tongue

Emotion

When we care, we share

Public

Built to show, built to grow

Practical Value

News you can use

Stories

Information travels under the guise of idle chatter

The story of Thuan, Tippi, and the spread of Vietnamese nail salons is pretty amazing. But even more surprising is the fact that it’s not unique.

Other immigrant groups have cornered similar niches. Estimates suggest that Cambodian Americans own approximately 80 percent of the doughnut shops in Los Angeles, and that Koreans own 65 percent of the dry

People like to pass along practical, useful information. News others can use.

If people can’t see what others are choosing and doing, they can’t imitate them

But coffee is a particularly good thing to link the brand to because it is a frequent stimulus in the environment. A huge number of people drink coffee. Many drink it a number of times throughout the day. And so by linking Kit Kat to coffee, Colleen created a frequent trigger to remind people of the brand.

So rather than just going for a catchy message, consider the context. Think about whether the message will be triggered by the everyday environments of the target audience.