Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.

Companies Are Totally Obsessed With Brand Advocates

In 1967 Stanley Milgram, an American social psychologist, sent 160 packages to random people in Omaha, Nebraska. In a letter, Milgram asked each of them to forward the package to a friend or acquaintance who could deliver the package closer to a single individual, a stockbroker from Boston, Massachusetts.

Given the original 160 people knew only the stockbroker’s name and address, they had what appeared to be an impossible task. Unexpectedly then, Milgram discovered that the very first package reached the stockbroker in just four days and amongst all of the following packages, averaged about 6 intermediaries to reach the target.

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