Description du livre
Why do a simple tumbler or a prebiotic soda trigger queues, memes and billions of views ? This concise book in the BUSINESS ESSENTIEL collection by Five Minutes decodes the psychological, cultural and strategic forces that turn a product into a global sensation. Drawing on recent studies, the author dissects the impact of FOMO, scarcity and influencer marketing, explains the SPREAD framework for planning viral campaigns and examines emblematic cases such as the Stanley cup, Liquid Death, Poppi, the Grimace Shake, Prime Hydration, Apple's Vision Pro headset, e.l.f. cosmetics and Birkenstock. By showing how trust in creators evolves and how TikTok micro trends shape our behaviour, the book warns of the dangers of hype and outlines best practices for sustainable buzz. This is an essential guide for marketers and entrepreneurs who want to understand the dynamics of the attention economy and convert frenzy into lasting value.