Some of the examples he talks about is when retailers advertise “buy one get one free” but the two items is actually smaller in volume than just buying one larger item that costs less. Another “trick” is when a sign limits the amount you can buy such as “Limit 3 per customer” which adds some scarcity into the mind of the shopper.

Jackie Huba is one of the world’s foremost experts on customer evangelism. Her book Creating Customer Evangelists is an excellent read with several interesting case studies such as Dunkin Donuts, Build-a-Bear, Southwest, and the Dallas Mavericks. Her presentation profiles how these companies have been able to build a customer base so loyal and passionate that they are like having an additional sales force that works for free.

I would define Wiki Branding as empowering your customers to build your brand. This is an excellent presentation by Sean Moffitt in which he describes some really innovative things companies are doing to engage their customers. For example Jones Soda has put thousands of photos of their customers on their labels and you can have your soda customized with your own photo.