Youâ€™ve probably concluded if youâ€™re a regular reader of The Branding Blog that Iâ€™m a fan of Scott Degraffenreid and his insights into referral marketing (Embracing the N.U.D.E. Model, The New Art and Science of Referral Marketing). I am.
He speaks to Novelty, Utility, Dependability and Economy as the four attributes a product or a service must have if itâ€™s to be a good candidate for referrals. He further states that novelty and utility have a tension between them that helps people remember the brandâ€™s story. He also proposes that dependability and economy also have an â€œoppositesâ€ relationship of the same type.
Iâ€™ve deduced from his work that the key to referrals is to develop a short, interesting and memorable â€œstoryâ€ based upon the N.U.D.E. Model.
The model as Scott had formulated it really meant product or service attributes. But as a marketing communicator, I think the brand story incorporating those attributes is almost as important as the attributes themselves.
Thereâ€™s been a lot written in the past several years about creating a brand story. But Iâ€™ve not read anywhere just what should go in to such a story, who should be telling the story, or to whom the story should be told.
Well, if referrals are important to your brand, The N.U.D.E. attributes should go in the story, those people doing the referrals should know and relate your story for you, and the people hearing the story will be part of the network of friends, family and associates of the story-teller.