From the course: Jonah Berger on Viral Marketing

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Building the narrative

Building the narrative

From the course: Jonah Berger on Viral Marketing

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Building the narrative

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- Now let's discuss how to make stories work for you. And to do that I want to tell you about a bar in Philadelphia called Franklin Mortgage and Investment Company. This bar is great. It's a high-end cocktail bar. It has no vodka, no Red Bull, just really great cocktails. Things like Elder Flour Liquor this or Shaved Cinnamon that, and old authentic stemwares that came from decades ago. But when people walk out of Franklin Mortgage and Investment Company they don't talk a lot about the great drinks. They tend to tel the same story again and again. And that is how Franklin Mortgage and Investment Company have three types of ice. Now, I don't know about you, but the first time I heard a place has three types of ice I went there are types of ice? The type in my freezer looks very similar to the type in every other freezer I've seen. What do you mean there types of ice? But if you ask someone who knows, they'll tell you that different types of ice melt at…

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