WINNING MARKETING STRATEGIES: THE VIRUS IDEA

From digital word of mouth to the Idea Virus: a concept that conquers

The value of word of mouth

How does a viral idea arise, and why do some manage to become part of the collective culture while others quickly fade away? The answer lies at the very heart of marketing: word of mouth . It’s not just a spontaneous mechanism, but an act of trust. We spread a story because we respect the person who told it to us. That gesture builds reputation, authority, and respect.

The Purple Cow’s Lesson

Published in 2003 by Seth Godin, Purple Cow changed the way we think about marketing. The metaphor is striking: in a field full of identical cows , the only one that catches your eye is the purple one. Godin invites us to stop being “followers,” the sheep that follow the herd, and become the cow you see from afar. It’s a concept that today, in a world full of copies and imitations, is even more urgent: stand out or disappear .

The idea-virus

Godin then introduced another fundamental concept: the idea-virus . A positive contagion that spreads by word of mouth, from mind to mind, without the need for huge advertising budgets. An original and surprising idea captures attention on its own, fuels conversations, and becomes shared culture.

The “spreaders” of ideas

For the idea-virus to spread, key figures are needed: the “spreaders.” Not stars with millions of followers, but credible micro-leaders, people with solid reputations who amplify the message because their listeners trust them. They are the first multipliers of the message, the ones who start the wave. From small to large. Every epidemic starts small, and so it is with ideas. The virus of ideas passes from hand to hand until it scales entire communities. It’s personal branding at its most radical: building trust, offering value, and letting others spread it.

Companies facing the challenge

Communication today isn’t just a marketing operation: it’s an identity-building and strategic decision . A company that truly wants to stand out must stop and think: who are we? What do we stand for? How can we convey it in a unique way? In a sea of ​​billions of posts, standing out requires original, intelligent, and quality ideas . It requires a clear editorial line, authentic personal branding, and a communications plan that reflects your identity and values. Following the crowd, copying fleeting trends or mimicking influencers dancing in front of their phones, leads at best to momentary success. But lasting success comes from quality: from beauty, from ethics, from consistency. It’s what we might call magnetic ethics , the force that attracts and builds loyalty among viewers.

Tomorrow’s marketing won’t be won by those who talk the most, but by those who say something worth remembering and sharing. Creating an idea so powerful it can’t be ignored—a viral idea—is the challenge every brand must face.

And for those who think artificial intelligence can do everything today, it’s worth clarifying: AI is a formidable tool, but it remains a tool. It optimizes, accelerates, and multiplies dissemination. Sometimes, if used tastelessly, it even worsens the image it seeks to improve. The difference is always made by the human being: the mind that chooses, that filters, that understands how much to communicate and when to stop. Communicating isn’t about speaking. It’s about crafting a story that’s worth the listener’s time.