Marketers Can Borrow From Success of Urban Legends

Supermarket operators can create memorable messages that resonate with customers and employees by adhering to some of the same principles that make urban legends stick in people's minds, according to a keynote speaker at the Food Marketing Institute conference here last week. Urban legends don't have ad budgets, but people remember them, said Chip Heath, a professor of marketing at Stanford

CHICAGO — Supermarket operators can create memorable messages that resonate with customers and employees by adhering to some of the same principles that make urban legends stick in people's minds, according to a keynote speaker at the Food Marketing Institute conference here last week.

“Urban legends don't have ad budgets, but people remember them,” said Chip Heath, a professor of marketing at Stanford University and a columnist at Fast Company magazine. “If we can steal

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TAGS: Marketing