![]() ![]() In The Tipping Point, Gladwell used "stickiness" to describe a key characteristic of memorable ideas. That is the conundrum tackled by Chip Heath, Professor of Organizational Behavior at the Graduate School of Business at Stanford University, and Dan Heath, consultant at Duke Corporate Education, in Made to Stick, a book inspired by Malcolm Gladwell's The Tipping Point. Why is that? Why is the tagline of a seedy bar or the theme song of a cheesy sitcom more memorable than the brand messages of far worthier enterprises? Why do some ideas stick in our heads and others vanish into thin air? ![]() But ask me to sing the theme song to "Gilligan's Island," and I won't forget a word. What's more embarrassing, I can't recite their mission statements, either. On the other hand, it's a struggle for me to remember the slogans of most of my past employers - noble enterprises all. You can be sure its motto wasn't the product of branding experts or marketing consultants, but in four words it perfectly captures the ambience, clientele, and mission of the establishment - "Day Care for Drunks." I don't think I'll ever forget that slogan, and I bet you won't, either. To my mind, the most memorable slogan in New York City - perhaps in the world - belongs to a ramshackle bar in lower Manhattan that I often pass on the way to Chinatown. ![]()
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