How Marketing and PR Executives Create Ideas That Stick! Thursday, January 11, 2007

Why do some ideas stick easily and others struggle to survive? What can we learn from the “idea winners” that might help make ideas stick? Cindy interviews Dan Heath, a corporate education consultant at Duke who had spent years studying the design of ideas. He analyzed history lessons, corporate mission statements, public health campaigns, marketing campaigns, and everything in-between. In his book “Made To Stick: Why Some Ideas Survive and Others Die” he reveals that sticky ideas share six common traits: They are Simple, Unexpected, Concrete, Credible, Emotional Stories. Cindy also talks to Kate Roberts the Director and Founder of YouthAIDS, a cause related marketing initiative implemented by Population Services International. It Kate's advertising agency background from Saatchi and Saatchi has prepared her to deliver life-saving messages to the jaded youth-oriented audience. Selling messages about AIDS education utilizes the same marketing techniques as selling Adlo shoes.