October 15th 2008
Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper
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Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper. 2008. ISBN 9780137145508. This is very relevant material as it really delves into the power of WOM. The book uses so many relevant examples to drive their five attributes home:
- Rituals eg – lemon in Corona
- Exclusive offer – your Ipod , Itunes
- Myths –Michael Dell started where?
- Relevant sensory oddity – Altoids
- Icons – Coke bottle
- Tribalism – Apple users
- Endorsement – celebs
- Continuity – contiguous story
In a time when consumer have unlimited choice they will chose the product that has the richer more meaningful experience (Cirque de Soleil) . A book for todays’ marketer/CEO. A well written quick easy read to boot.
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