This is the kind of knowledge that can really make a difference when planning your next marketing campaign, since the longer your material stays on the minds of your target audience, the more you get from each dollar spent getting that message out to them.

The book breaks down the creation of sticky ideas into a formula made up of six element; simplicity, unexpectedness, concreteness, credibility, emotions and stories. Using examples from the real world including sticky ideas ranging anywhere from real world ad campaigns to urban legends that everyone has heard of and no one can forget, the brothers do an excellent job of clearly demonstrating the application of the principals that they write about.

Over the next few weeks we’ll do an series of six posts, an element by element review of the theories put forth in Made to Stick, analyzing the ideas set forth in each section and seeing if the ideas the brothers are presenting are in themselves sticky! Make sure to check back often, so as not to miss any of the six parts!