If you have ever read Malcolm Gladwell’s, The Tipping Point, you will know what a perceptive and persuasive treatise on the viral power of social trends this book really is. Through an eclectic set of superbly chosen anecdotes, Gladwell engagingly unveils this phenomenon, from the retro rise of Hush Puppies footwear to the disturbing epidemic nature of teen suicides.
But do such findings really apply to a brand’s advertising and marketing? Can we see an outwardly perceptible relationship between the few, influencers who have the capacity to influence, and the many, general consumers of a brand or product. If so, can we readily quantify that relationship?