There is a story in every brand. In every product. Granted, not every story is immediately remarkable. As I discussed in ‘Is there Buzz in Boring’, this can be remedied. But even if your story is interesting enough, how do you get it out ? How do you turn a story into a conversation among your target audience and the media to pick up on it ? In short, how.

The Santa Clause Principle is all about the power of social sampling. Who is the best person to run your sampling program ? Your customer. If you do it right, your fans are the best samplers in the world. They will tell the story best and know which friends should try your product. As a bonus, they do it for free. Check out the video for more details. As a.