Tag Archives: word-of-mouth

Why Social Influence is Important in Business: Q&A with Jonah Berger

We were lucky enough to recently catch up with one of our
favorite conference speakers Jonah Berger, who is well-known as a Wharton
Professor and Bestselling Author of Invisible
and Contagious:
Why Things Catch On
Berger shared some key insights about why social
influence is key to business from his new book Invisible Influence.

Here’s what Jonah had to say:
What is ‘social
Berger: Social
influence is the impact people have on others around them. We vote if our
spouse is voting, run faster if someone else is watching us, or switch our entr??e
if someone at the table orders the same thing.  In each instance, others’
behavior influences or affects our own. Those others can be spouses and
friends, but also people we never even talk to, like the stranger sitting next
to us on the plane.  Social influence effects small things, like the food
we eat, but also big things like the career we choose or whether we save money
for retirement. Ninety-nine-point-nine percent of all decisions are shaped by
others. It’s hard to find a decision or behavior that isn’t affected by other
Why is social
influence important in business?
Berger: If we
understand how influence works, we can harness its power. We can convince
a client, change the boss’ mind, and motivate employees to take action.  One section of the book, for example, talks
about how being a chameleon can make you more successful. Researchers looked at
what makes someone a good negotiator. 
What makes them more likely to reach a deal when all looks
lost. And they found that one simple trick led negotiators to be 5x as
successful. That trick?  Imitating or mimicking the language,
behavior, or facial expressions of their negotiating partner. If their partner
crossed their legs, they did the same.  And if their partner leaned back
in the chair, they did so as well. Not obviously, but subtly mirroring
their partner.  Turns out the same trick works in a range of
contexts. Waiters or waitresses that mimic their patrons’ orders get 70%
higher tips.  Mimicry increases liking, trust, and affiliation.  It
deepens social bond and makes people feel a kinship that turns strangers into
friends and acquaintances into allies.
Why is social
influence key to reaching the right customers?
Berger: Word of
mouth is 10x as effective as traditional advertising. People trust it more and
its more targeted.  So, to reach the right customers, we have to turn our
existing customers into advocates. Use social influence to get them to
talk about and share our message and bring new converts in along the way. 
How can individuals
harness the power of social influence to make better decisions in their
personal lives?  
Berger: If we
understand how influence works, we can take advantage of its benefits and avoid
its downsides. Following others can provide a useful shortcut that saves
time and effort. If lots of people chose or did something, it’s probably pretty
good. So, others can be a valuable source of information, a heuristic that
simplifies decision making. Other times, however, following others can
lead us astray.  So, simple tricks like considering whether others have
the same preferences as we do can help us avoid going the wrong way.
Have you ever been personally affected by the power of
social influence? What is an example?
Certainly. I was telling lawyer friend of mine from DC about
the book and he was lamenting the effect of social influence on his
colleagues. He said the first thing new lawyers in DC do when they make
partner is go out and buy a BMW.  I said that was interesting, but then
pointed out that he himself was a DC lawyer and drove a BMW. He said yes, but
they all drive grey BMWs. I bought a blue one.
What I love about this story is that it perfectly
encapsulates the tension inherent in social influence.  People often think
being influenced means doing the same thing as others, but it’s more complex
than that.  There’s more than one flavor of influence. Sure, sometimes we
imitate those around us, but we also care about standing out and being
unique.  So, when do we do the same thing as others and when do we do
something different. 
In your book, you
share an experiment about cockroaches and how their behavior changed when they
had an audience.  What insights can you share about how we behave when our
actions are observed?
Berger: It makes
sense that people and animals might work harder when there is a
competition.  If two pigeons are racing to get the last piece of bread, or
two people are competing to win a golf tournament, the desire to achieve the
reward or win the competition might lead people and animals to work harder.
Even the mere presence of others though, can have similar effects. 
Cockroaches, for example, ran faster through a maze when
other cockroaches were watching them, even though those others weren’t directly
competing.  People behave similarly.  The mere fact that someone is
watching us can increase motivation and performance.  But for new or
difficult tasks, others can sometimes have the opposite effect.  Having
someone else in the car when we’re trying to parallel park, for example, makes
it harder for most of us to fit in the spot.  So, whether others presence
helps or hurts depends on the nature of the task.

The Secret Sauce Behind Word-Of-Mouth Advertising

It’s day 2 of the
Future of Consumer Intelligence conference and one big trend is forming: Word
of Mouth is important’ very important.
Several of the speakers have touched on
the relevance of Word of Mouth in today’s advertising playground. On day 1 we
had a panel of Millennials that discussed things they’re interested in and what
makes them tick. Almost all of them mentioned how they rely heavily upon Word of
Mouth platforms like Yelp and YouTube. The groundwork was set around this topic
and Jonah Berger drove it home in this morning’s keynote presentation.
Author of the book
Contagious: Why Things Catch On, Berger shared a few key points from his book. Here
are a few of the things that struck me:

Expand your Word of
Mouth advertising by focusing on the people who already love your product

Berger made the point that
people error in thinking that trying to reach out to a targeted group of
non-users is the best way to increase Word of Mouth. In other words, finding
people who match the profile of your current customer. Berger argues that the
best way to increase Word of Mouth is to let the people who already know and
love you do it. To explain this view, he used an example from his work as a
professor. Berger mentioned that publishers often send professors free books in
the mail, with the hope of including the book in the curriculum. One time he
received a package from a publisher with two copies of the same book. The books
came with a note, ‘We think you’ll know someone who will love this book too’. This
publisher knew that Berger would be the best advocate for the book and would be
able to target and share the book with someone who would really enjoy it.

Being a ‘secret’ is

Berger gives two
examples of this concept. The first example was a bar in NY called Please Don’t
Tell. This bar has no advertising and requires people to go into a phone booth
and use a rotary dial phone in order to enter. The bar is so popular that to
get in you must have a reservation. This bar leverages the element of secrecy
to grow its Word of Mouth advertising. People enjoy being able to be the first
person to introduce someone to the bar.
The other example he
gave was the McRib at McDonalds. Berger states that the McRib was introduced to
help defuse the demand for chicken nuggets. Over time McDonalds has kept the
McRib on the menu but never at the same time in each region. By strategically
altering when and where the McRib is featured has created a rather humorous
following. There is actually a website designed to help people know when and
where the McRib is on the menu.

Top-of-mind means tip-of-tongue

Berger points out that
one of the key attributes of successful Word of Mouth advertising is getting
people to think about your product or service indirectly. He believes it’s
important to link yourself to things that are used frequently. A good example
is peanut butter and jelly. When people say peanut butter, most people begin to
think about jelly as well. Another is example is how Corona has tried to
position itself with the beach. The idea is to get people to think about Corona
when they visit the beach.

I think Berger did a
great job at trying to put a ‘formula’ behind a popular strategy. The bad news?
It’s only a matter of time before this strategy is diluted. Marketers are
famous for beating a strategy to death. Think of email’. When email first came
out, email open rates were ridiculously high. Now-a-days most people are happy
with an open rate in the single digits. How long will this strategy be
effective? It’s hard to put a number on it but don’t wait around because it won’t
be long.
Follow the conference on Twitter by tracking the hashtag #FOCI14


Isaiah Adams is the Manager of Social Media Development at Optimization Group, a marketing research and analytics firm that uses cutting edge technology to help clients make fact-based decisions. Optimization Group has a dedicated place on its site where agencies can learn how to use research to help their clients succeed called the Advertising Agency Hub.
Follow Optimization Group on Twitter @optimizationgrp

Top 10 Jonah Berger Inspirations at FOCI14

Jonah Berger, and his latest book, ‘Contagious:
Why Things Catch On
‘ was one of our keynotes today at FOCI14. Not to be too
much of a fangirl, but Jonah is the speaker I was most eager to see at FOCI14.  

Following are my top 10 quotes from his presentation (and picking
only ten was hard!):

How tasty are your messages? More like broccoli
or more like a cheeseburger? And can we make our messages tastier?

‘Word of mouth generates more than twice the
sales of advertising,’ a famous McKinsey & Company quote. And if we want to
understand WOM, we have to understand why things catch on (thus his book).

A book publisher sent him 2 copies of a book
that they wanted him to recommend to his students. They said, here is a copy for
you to review, and please share the second copy with another person you may know
who might enjoy it. So they basically enlisted him to help with WOM: they knew
he would be likely to be connected to other qualified people. Jonah describes
this (positively) as a marketing ‘hack.’

7% of all WOM is online. Yes, 7%. Most WOM is
offline. It’s more important to understand why people share, not how they

6 key attributes to getting things shared/spread/WOM:
Social Currency, Triggered, Emotion, Public, Practical Value, Stories. 

‘Secrets’ knowing things others don’t know is a
form of social currency. People like to share inside information. Making people feel like insiders:
powerful motivator of preference, WOM Story of the ‘secret’ bar in NYC that is
always booked (I found an article about PDT: link).

How did a company get 200M views of a video
about blenders? They blended an iPhone. The key: Surprising, Novel, or Interesting.
(WillitBlend.com) A totally mundane product’a blender’and sales went up over
700%. (doing something crazy just for crazy is not effective/doing something
crazy that is on point, that is effective)

Kit Kat sales down, so they launch a campaign to
associate it with break time. Break time was a good choice to associate with
because break time happens frequently. It’s a trigger.

‘Social proof’: in a strange city, you pick a crowded
restaurant (not an empty one)’you see the other people as a signal of
information. If we can’t see what people are doing, we can’t use it as a
signal. So how do we make the private public? A restaurant can have a big window
so you can see the crowd.  (Apple made their
headphones white’it became a signal. Easier to see, easier to imitate.) What
can you do to make your private public?

Good stories are ‘Trojan horse stories’. They
have a hidden message.  Subway’s Jarrod
story: tells us you can eat their sandwiches and be healthy.

Thank you Jonah!!!!
This post was written by Kathryn Korostoff. Kathryn is currently the President of Research Rockstar, the only independent company dedicated to market research training (online and in-person).  Prior to Research Rockstar, Kathryn completed the transition of Sage Research’an agency that she led for 13 years’to its new parent company, Chadwick Martin Bailey. Over the past 25 years, she has directed more than 600 primary market research projects and published over 100 bylined articles in various magazines, including Quirk’s Marketing Research Review and the MRA’s Alert! Magazine. She also currently serves as President for the MRA’s New England chapter.   KKorostoff@ResearchRockstar.com, 508.691.6004 ext 705, @ResearchRocks. She offers a gift to her new FOCI friends here: LINK.

What does Life as a TMRE Ambassador entail?

We’re setting out to find TMRE‘s most passionate loyalists and invite them to participate in our 2nd Annual Ambassador program. After all, The Market Research Event is the world’s best event because it attracts the best people.

This highly specialized group of leaders results in an unrivaled intellectual capital not found anywhere else. These folks have the best lesson-based stories to share. Therefore, the more peer counterparts who come, the more tangible value the event delivers.

Consequently, the more profound the impact will be on advancing the industry forward. And so, in a world where word of mouth is the trusted medium of choice, we invite those who believe strongly in the brand to champion the event on our behalf to help grow the event community by expanding our reach to the right people.

We’ll make it easy for you to do and reward performance. All TMRE ambassadors will receive VIP status including exclusive discounts, pre-event screenings and access to a ‘members only’ gold room of pleasantries onsite.

What is the TMRE Ambassador program?

If you’re a loyal TMRE attendee and singing TMRE‘s praises, we want to recognize and reward you, support your efforts and make your mission little easier and a lot more fun.

By empowering our ambassadors with tools to spread the word about TMRE, you’ll be able to offer exclusive discounts to your contacts and rack up VIP experiences and other perks for yourself.

TMRE ambassadors are an eclectic mix of past attendees, former speakers and long standing sponsors ‘ all those that know, trust and love the brand.

What does Life as a Market Research Event Ambassador entail? 
Enjoy these onsite VIP experiences and other perks throughout the entire year:

‘ Special Ambassador discount to attend TMRE
‘ 20% discount to pass along to colleagues and contacts to join you at the event. (To receive your unique pass-along discount code, contact Ali Saland at asaland@iirusa.com)
‘ Access to presentations in advance
‘ Private on-site registration
‘ Access to TMRE Ambassador Lounge onsite
‘ VIP meet and greets with select speakers onsite
‘ Private keynote book signings
‘ Upgraded onsite refreshments and meals
‘ Complimentary onsite Wi-Fi access
‘ Automatic enrollment in the Annual Insights & Innovation Webinar Series
‘ Participation in TMRE AmbassaCHATTER ‘ a panel of ambassadors face off on the most debatable controversial topics ‘ scheduled quarterly
‘ And, of course, the coveted TMRE T-shirt

How do you become a TMRE Ambassador?

- Loyalist: If you have attended TMRE more than 4 times in the past 10 years and are currently registered for TMRE 2013, you will be automatically enrolled into the Ambassador Program and receive the aforementioned benefits via email

- Advocate: If you have not attended more than 4 times but are currently registered (or planning to), passionate about TMRE and wanting to help spread the word, you can qualify* to be a part of the Ambassador Program.
*To find out how to qualify, please contact Ali Saland at asaland@iirusa.com

Become a TMRE Ambassador Today!

The Market Research Event will take place October 21st ‘ 23rd at the Gaylord Opryland in Nashville Tennessee. Save 15% off the standard rate when you mention code TMRE13BLOG.

Created with flickr slideshow.

More than just talking heads: How to pick a Community Consultant

By Dawn Lacallade, Community Manager at SolarWinds

Like picking a Doctor, Lawyer or Tax Professional, picking the right Consultant can make or break your effort to build a great Community for your company or organization. I have chatted with many of you who have chosen poorly and several who have chosen well and tried to put your lessons learned into print here for others.

In my opinion, this is a lot like a good hiring process:

1. Understand who you are looking for and why

2. Find candidates that match

3. Ensure you do a good background check

1. The first thing you must do is to decide what kind of consultant you are looking for. Do you want an agency to run a campaign or someone to build a comprehensive, goals based, long term plan? Are you looking for someone to just build a plan or someone who will continue on and share best practices as you implement?

One big caution: Do not hire someone who has a focus on a single tool for an overarching strategy. It would be like going to a surgeon for diagnosis.

2. To find the best Consultants, rely on Word of Mouth. What companies do you want to emulate? Who did they use? Many of those of us in the trenches of this industry will gladly point you to a few that we respect.

Unfortunately, this space seems to attract people who manufacture credibility. Look carefully. Credibility DOES NOT equal the number of blog posts or the size of the twitter following. Look for actual experience.

3. Now that you have a couple of companies to ‘interview’, be sure to take a complete look into their backgrounds. Do the Consultants you would be working with have solid backgrounds in delivering communities? Can they show the goals that were set and the ROI they achieved? Can they customize a plan to fit you or do they use a one size fits all model? Do they have experience with a range of community tools? Can they give you contacts at the companies they have worked with as references? Are they willing and able to transfer their expertise and knowledge to you within the working relationship?

One of the most challenging things to evaluate is their ethics. A good starting point is to ensure they agree with and practice within the WOMMA code of ethics.

Using experts to get real engagement in online communities

Online communities are about engagement, between consumers and between them and the brand. They bring huge benefits for and brand or organisation, from rich insights through innovation and ideas to word of mouth and advocacy. The question we are often asked is why the consumers would take part. Why would they take part in your online community.

My presentation at the Marketing 2.0 conference in Paris earlier this week addressed this very issue and discussed different ways in which you can incentivise people to take part and which of these we have found to be most successful at FreshNetworks.

1. Pay people to take part

We’ve discussed incentives in online communities before and the simple truth is that if you are building an online community that is about long-term engagement and real dialogue then they don’t necessarily have the impact you want. Online communities are about social interactions and social dynamics. Once you pay people or incentivise them to take part (by giving them, for example, vouchers or entry into a prize draw for completing a minimum number of actions each month) you shift the member’s mindset from this social one into a market one. They make a judgement on what you are giving them and how much effort they are willing to expend for this. And the end result is typically that you don’t get the kind of involvement that you want. Some people may do slightly more, but these will be fairly transactional contributions. And you may even dissuade some people from doing as much as they would otherwise.

2. Feedback from the brand

There is a definite benefit in online communities to real feedback from the brand. You are not leading the online community but taking part in it alongside all of the other members. With this in mind you should take part and respond to people in your online community. Feedback is essential and an online community won’t work, won’t grow and won’t meet your objectives if you don’t take part. It should be seen as a normal part of community management, and the way that you reward people for their comments and contributions. They want to know you’re listening and responding so do this.

3. Using your brand’s expertise

Over and above the importance of listening and responding, there is a real power of using the expertise that is inside every organisation to give something back to your community members. All organisations are experts in something – you may be an insurance company that has a lot of information to help home-owners, or you may be a travel firm that has expertise in travel and making the most of your holiday. Whatever your brand and whatever your product you will have expertise that your customers can use. And there is real power in this. By putting yourself forward as experts you are giving people an insight into your brand and an opportunity to engage directly with you. By answering questions from community members, you are incentivising them within a social dynamic rather than giving them money and making their behaviours more transactional. And video brings all of this to life a lot more.

At the conference, I presented a video we have made to showcase how you can use expertise in a community, and you can see this here:

Social media in action – Using expertise in online communities

So our advice is simple. Don’t incentivise people with money or anything equivalent to this. Rather involve yourself in the community – give them feedback and leverage your internal expertise. It’s the best way to launch, grow and build a real online community.

From the FreshNetworks Blog
Read all of our posts based on the Marketing 2.0 Conference here

The lies behind online ratings and reviews

Ratings and reviews lie. Simple, subtle lies, but lies all the same. And I suspect most people will never know.
‘Professional’ reviews
The first time I realized what a con ratings could be was when I visited Dubai. I was travelling with a group of friends and one of them booked the hotels. It was quite a surprise to hear we’d booked into a 5-star hotel for what seemed like a 3-star price. It transpired that this was not because my friend had negotiated a great deal, but because hotel stars in Dubai are dispersed as liberally as banking bonuses. Dubai is the land of the 7-star hotel and I’m afraid that has nothing to do with the Burj Al Arab being better than the 5-star Carlyle in New York or Cipriani in Venice.
Thankfully, one of the great things about online consumer-generated Ratings and Reviews is their ability to bypass the bias that could come from the reviewer benefiting from the review. At least that’s true so long as the reviews are honest and any bias is stated. If enough ‘ordinary’ people are writing the reviews then they ought to be trustworthy. And I am sure they are. However bias does still remain and so do a couple of other hidden lies of ratings and reviews.
The Growth of online ratings and reviews
First a little bit about the explosive growth of ratings and reviews across the web. Ratings and reviews are an excellent way to build a sense of community on a website, to improve customer service and increase loyalty. They have also proven to be a great way for retailers to increase sales. A key part of their growth stems from the escalating importance of Word-of-Mouth (WOM):

  • Trust in a ‘person like me’ tripled to 68% in 2008 v’s 2004 (Edelman, 2008)
  • 84% of consumers now trust user reviews more than critics’ reviews (MarketingSherpa, 2007)

Furthermore, their presence has driven a significant change in behaviour ‘ Most of us are now using online ratings and reviews before making purchasing decisions:

  • ’76% use online reviews to help make purchase decisions’ (Forrester Research, 2007).
  • 78% say consumer recommendations are the most credible form of advertising (Nielsen, 2007),

What retailers have come to realise is that their customers trust each other more than they trust the brand. So providing that your products aren’t junk, it’s far better to let consumers advocate your products to one another than to attempt to persuade them by shoving marketing messages down their throats. The result? Retailers have been adding ratings and reviews to their websites. and they have:

  • helped customers make better decisions
  • increased sales
  • reduced the number of returns because consumers were able to make a better buying decision

Concerns about negative ratings and reviews
Despite all the evidence, we at FreshNetworks still run into uncertainty when discussing ratings and reviews with online retailers. Especially amoung UK-based retailers, there first reaction is often nervousness.

‘Surely people only write a review when they’re really annoyed about something. So if we allow reviews we’ll end up with loads of nasty comments”

It’s an understandable concern, however it’s baseless. When it comes to online reviews for products consumers are far more generous than you might think. Assuming ratings are on a scale from 1 to 5, we’d expect 2.5 to be the average score for reviews. With this in mind, it’s rather impressive that the average score accross the web is actually more like 4.3 (BazaarVoice, 2008).

Even if you do get negative reviews, there is strong evidence that negative reviews are good for retailers ‘ preventing returns and giving more credibility to websites. Woot is a great example of this.
So how to ratings and reviews lie?
There are four key ways in which ratings and reviews lie. There may be more but these are the ones that jump out at me. 1. There is no ‘zero’ score.
Ask most people ‘When is a product good or bad’? and they’ll say above 2.5 is good and below 2.5 is bad. The assumption is that 2.5 is the mean average score that can be awarded. However that’s simply not the case. The vast majority of five-point scales force you to allocate 1,2,3,4,or 5 stars. If you thought a product or service was rubbish, you cannot give it zero; that does not count as a rating. As a result the mean score that can be awarded is 3 not 2.5. This is great for retailers who have ratings and reviews on their site as most items will appear to be better than average even when they are not. 2. Self-selection bias in ratings and reviews
there are three kinds of purchase bias that add to ‘the lie’. The first is self-selection bias. Ask me to rate the restaurant behind my office and I won’t. I’ve never eaten there because I don’t like the way it looks. As a result I have selected myself out of being able to review its food or service. Thus, ratings and reviews’ second lie comes from the self-selection bias inherent in the need for people to have experienced a product or service before rating it. I know that restaurants which sell all you can eat buffets for ??3.50 serve poor quality meat, so I’m not going to buy and I’m not going to review. The people who do review are those who for a given product or service had a reasonable expectation that it would fulfill their needs when making the purchase. Hence the group of potential reviewers is biased from the outset. 3. Choice-supportive bias
The second type of purchase bias comes post-purchase. Choice-supportive bias describes our tendency to recall positive feelings or memories to the choice we made. We tend to remember the positive things about the options we chose more than we remember the positive attributes of the alternatives we did not select. 4. Post-purchase rationalization
The third and final purchase bias is post-purchase rationalisation. This bias comes from our tendency to retrospectively justify our decisions as rational ones. We humans prefer to feel that we made good selections not poor ones. So if you ask me whether or not I liked a product that I just spent my hard earned money on, you’re going to get a positive review more frequently than you get a negative one ‘ we like to feel our past choices have been rational and well made.
It is the sum of these biases that results in an average five-star review of 4.3. That’s a long distance from 2.5.

Despite the lies, Ratings and Reviews are great

I’ve had a bit of a go at Ratings and Reviews, but that does not stop me from liking them. They are excellent tools for online retailers and they do a great service to customers. Just like a review on the back-cover of a book or a politician’s statistics, we should always treat claims with care. And so long as that’s done everyone still stands to benefit. For one thing, if ratings and reviews are considered on a relative basis (as is often the case) then the absolute number does not matter in the least. And let’s be honest, right now, anything that encourages people to buy more is a good thing for the economy and for all of us. What do you think?Post by: Charlie Osmond, Founder and CEO of FreshNetworksFrom the FreshNetworks Blog Subscribe to updates from the FreshNetworks Blog

How Consumers Communicate Reviews of Products

As reported in this post from Church of the Customer Blog, BIGresearch conducted a study of close to 16,000 people regarding consumers use of online research to determine which products to buy. The results of the study, as shown below, indicate that adults who actively research online, are more likely to pass on the information that they have found.

Active Online Researcher All adults
Regularly gives advice 47.0% 29.4%
Occasionally gives advice 49.8% 63.4%
Never gives advice 3.2% 7.2%

Source: BIGresearch, SIMM 11 (December 2007) The study also reported findings that a majority of individuals, 72.7%, communicated their findings face-to-face. Still many others, 63.2%, passed on information via e-mail, where as 11.8% talked using online communities, and 6.8% used blogging as a medium. These findings indicate that while forums, such as blogging and online communities are starting to become more and more relevant, especially in terms of research about products, a majority of individuals still see an importance in discussing product reviews in person. Brad Fay, study co-author of a Keller Fay study, which concurred with BIGresearch that 75% of individuals communicate product reviews face-to-face stated: “Apparently, the value of eye contact, voice and perhaps even non-verbal communication provides a boost to credibility and the likelihood that we’ll do something about what we’ve learned.”

New Study on Brand Equity

A new study released from Harris Interactive releases the results of a study that has tracked brand equity for 28 years. It measured 1000 brand over 39 categories on the following categories: familiarity, quality, purchase consideration, brand expectations, distractive ness and trust. This study also had a built-in factor that could consider the importance of word of mouth when noting brand equity. The top ten 2008 winners were:

Rank Brand Brand Overall Equity Score
1. Heinz Ketchup 79.27
2. M&M Plain Chocolate Candy 77.79
3. Hershey’s Milk Chocolate Candy Bars 77.51
4. Hershey’s Kisses Chocolate Candy 77.20
5. Duracell Batteries 76.75
6. Cheerios Cereal 76.53
7. Discovery Channel 76.17
8. Kraft Foods, Inc 75.93
9. Kleenex Facial Tissues 75.57
10. Neosporin Ointment 75.54