01 Dec '11, 1am

[Review] Conversational Capital

[Review] Conversational Capital

By now, many would’ve heard of buzz and viral marketing , experiential marketing , and the art of conversational marketing . Many would have also learned about three key marketing ideas: creating a “Purple Cow “, and pushing an idea over the “The Tipping Point “, and the almost religious need to use social media in marketing . What’s the newest trick in the marketing bag? Enter “Conversational Capital “, a book written by Bertrand Cesvet, Tony Babinski, and Eric Alper from experiential brand collective SID LEE . According to the authors, Conversational Capital can be seen in many leading “talkable” brands like Cirque du Soleil, Apple, adidas, Red Bull, IKEA, and the Volkswagen Beetle. It is about designing and creating products and services that are so meaningful and engaging that one’s consumers feel personally invested in sharing stories about the brand. At its core, the...

Full article: http://www.youngupstarts.com/2011/12/01/review-conversati...

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