Made to Stick

In 1990, Elizabeth Newton: L. Newton, “Overconfidence in the Communi-
cation of Intent: Heard and Unheard Melodies,” Ph.D. diss., Stanford Uni-
versity, 1990.
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In 1999, an Israeli research team: Jacob Goldenberg, David Mazursky, and
Sorin Solomon, “The Fundamental Templates of Quality Ads,” Marketing
Science 18 (1999): 333–51. The Pictorial Analogy template features extreme
analogies rendered visually. For instance, a Nike ad is shot from the perspec-
tive of someone jumping from a tall building. A group of firemen are on the
street below, preparing to cushion the jumper’s fall with an oversized Nike
sneaker. The tagline reads, “Something soft between you and the pavement.”
The majority of the winners are composed of Pictorial Analogy and Extreme
Consequences. The other templates were Extreme Situations (in which a
product is shown performing under unusual circumstances or in which 
a product’s attribute is exaggerated to the extreme), Competition (in which a
product is shown winning in competition with another product, often in an
unusual usage situation), Interactive Experiments (where listeners interact
with the product directly—see “Testable Credentials” in Chapter 4), and Di-
mensionality Alteration (e.g., a time leap that shows the long-run implica-
tions of a decision).
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N O T E S

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1. Simple
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