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Berger to retailers: “What’s your peanut butter?”

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Shop.org Annual Summit 2013The most interesting, forward-thinking brands are just beginning to harness the power of using social media and online storytelling. Which is why Jonah Berger’s keynote at Shop.org’s Annual Summit may come as a bit of a shock. The best-selling author and Wharton Business School professor says that creating captivating content is no longer enough.

Stories are the currency of communication, and the most effective content taps into deep-rooted social behavior while embedding memorable brand...

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