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A good story is when you can´t tell about the commercial without telling about the product, f.ex. Panda cheese

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Useful information

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When you think about hiking in Norway you think about Kvikk lunsj, an the opposite way

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When we care, we share. But, some emotions might decrease sharing.

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You tend to talk about things that gives you status or makes us look a certain way

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Jonah Berger:  "People don’t listen to advertisements, they listen to their peers "

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"Dr. Berger is a world-renowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on" (https://jonahberger.com/author-bio/)

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Things that are on you top-of-mind, and these thing you tend to talk about. Cereal is a good trigges as you eat it for breakfast and see the products often in store .

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Word of mouth can increase sales. To make it work, you need to understand what makes things talkable/sharable

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1. Social Currency
2. Triggers (and cues)
3. Emotion
4. Public
5. Practical Value
6. Stories