CHAPTER 3

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What Makes You Talkable? Finding Your Brand’s Story

CASE STUDY: ACADEME OF THE OAKS

In Chapter 1, I told you about the Academe of the Oaks, the Atlanta private school that was having trouble generating word of mouth. Part of the problem was that the school was offering a $500 reward to anyone who referred a friend, which turned out to be a disincen-tive to true influencers, who are loathe to be seen as salespeople. But having the school discontinue that practice was just one change we helped the school make.

When Academe came to us, the school was struggling to differentiate itself from other private schools in the area. The message ...

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