The Problem with Viral Branding

Some brands such as Apple Computer, Mountain Dew, and Snapple transcended the product itself to become social icons. Douglas B. Holt's new book, How Brands Become Icons, discusses the power of these cultural brands and how to create them. Holt, a former HBS faculty member, teaches marketing at Oxford University.

This excerpt deals with the controversial subject of viral marketing. Viral marketers attempt to use word-of-mouth, the Internet, and other below-the-radar methods to convince trendsetters to create a buzz about their products. Though a powerful tool, says Holt, a viral marketing program can quickly be eclipsed when the next hot topic comes along. Case study: Snapple.

출처:The Problem with Viral Branding/HBSWK