Title Asch conformity experiments Aspirational Customer Persona (ACP) Bandwagon Effect Belonging Benefits Brand Building Community Buyer Personas Buying Trigger Categorization Category Baggage Category Blur Category Design Confirmation Bias Copy cannot create desire for a product (quote) Counter Narrative Creating Problems Demand Generation Differentiation Differentiator Edward Bernays Eugene Schwartz Exciting Brand, Boring Category Fear, Uncertainty, and Doubt (FUD) Features and Benefits Framing (Persuasion) Gear doesn’t matter Going Viral (Phrase) Herd Behavior Human Nature Human needs JAQing Off Logos, Ethos, Pathos, Kairos Loss Aversion Magical Thinking Mythmaking (brand mythology) Narrative Narrative Nobody wants to be sold to Nothing Draws a Crowd Like a Crowd (quote) Positioning Prestige Public Relations (PR) Reactance Romance scams Second-order effects and consequences Seeding (Content) Semiotics Status Status and Culture (book) Status group Stories Strategy Tell the many what the few know The evaporative cooling effect of communities The Gangnam Style Problem The role of a brand logo Three roles of a product Truckstop Sandwich Product Types of Goods (Economics) USP – Unique Selling Proposition Viral Stunts Why Do People Buy Things? Why online communities end up sucking