Who are the talkers? I always assumed that companies invested in the hip and cool customers because they are the trend setters. When I saw blog review posts for companies that sponsor the bloggers, my immediate assumption was that the blogger has something cool about them that encourages the company to continue to invest in the blog. On the contrary, Sernovitz points out that the talkers are usually people who have a deep connection to the product they are talking about (70). That's why I believe Apple computers is so successful; the company has found a way to connect with customers who feel an emotional tie to the brand, going so far as calling themselves Macs as a form of identifying this quirky characteristic as part of their personality.
Taking care of your topic. This section was particularly interesting because what immediately came to mind was the Geico commercials and the number of topics they have used over the years to maintain our attention. From using a small Gecko as a spokesman to "15 minutes could save you 15% or more" to "so easy a cave man could do it".. the topics have been interesting and have always interwoven the main idea that Geico is the best way to save money on your car insurance. The most recent commercials are now my favorite:
Geico commercials also show that it pays to be silly, because silly messages as Sernovitz points out, are successful. with over 14 million customers: my family included, its clear to see that memorable messages are those that illicit positive emotions in customers and maintains brand loyalty because of the coolness of the topic.
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