Here’s another funny post by word of mouth guru Andy Sernovitz:

“Word of Mouth Big Idea:  You can build an entire brand around one great reason to talk. Everybody’s Nuts has a great word of mouth topic built right into their brand: Find an unopened pistachio and they give you a whole bag for free.”

Apparently that’s what Andy considers a brand? Find an unopened nut is apparently THE brand. Gosh it really pains me when people who obviously know nothing about branding make these statements.

Although that’s a nice marketing tactic it is hardly the brand of the company. Least I hope not because I’ll guarantee if I interviewed California Pistachios eaters they won’t, repeat, won’t list unopened nuts as the primary reason they wouldn’t eat them or wouldn’t purchase them.

It’s a really cute marketing tactic that may engage customers who buy the product. Matter of fact it’s very hard to even find this guarantee on their website. Go to their site and find it…How many clicks or how much time did it take to find the guarantee?

I perceive their positioning as California Pista