The Significance Premium: Marketing Speaker Rob Walker On Creating Value
Walker's theory was that "the effect of narrative on any given object's subjective value can be measured objectively," and would cause consumers to reevaIuate the worth of the product in question. As it turned out, Walker was right. "The [items] were originally purchased for $128.74. Ultimately, they sold for a total of $3,612.51," the article reports. The success of the project, and the powerful lessons it delivered on cultivating meaning in branding and marketing eventually spawned a book by the same name.
As the article cautions, "there's a line between storytelling and straight marketing, and it's one that brands must be careful not to cross." In his practical and eye-opening keynotes, Walker teaches audiences how to walk that line, and explores the true nature of value in the corporate world. He discusses what makes a good story that adds meaning to a product or campaign, and how companies can be sure they are truly creating meaning—instead of false promises. A regular columnist of the popular technology and pop culture blog at Yahoo! News, as well the author of Buying In, Walker's talks are accessible and wide in scope, and he shows audiences how to capitalize on the significance premium that drives consumer behavior.