Video: How Costco Creates Topics That Drive Long-Term Word-of-Mouth

Have you seen the latest Costco commercial? No? That's because it doesn't exist. Costco runs on a business model that's fueled by word-of-mouth. Usually when people think of Costco they think of buying in bulk. But after a while, that becomes old news and customers need a new reason to talk. That's where wedding gowns, a $3,000 toilet, caskets and mortgages come in — it's all about the unexpected surprises while shopping that sparks conversation about the store.