Conversational Capital
Why, as consumers, do we remember some brands more than others? Why is it that some brands, some campaigns, some products hold our attention whilst others pass by unnoticed? Why do we become physically and emotionally attached to certain brands when others gain no response? Why do we adopt certain brands as part of our personal narrative, allow them to represent our character and convey our self-image? Developed by a trio of brand architects, Conversational Capital: How to create stuff people love to talk about, presents the idea that brands are able to engineer these properties. That by implementing a series of “principles” across all touch-points with the consumer, the brand is able to create a salient experience, high in residual value, which not only has the ability to shape the consumers’ identity but which is so meaningful and intense that one feels compelled to advocate the experience- and in doing so, the brand- to their peers. The authors present the following 8 principles: Myths, Rituals, Exclusive Product Offering, Relevant Sensory Oddity, Icons, Tribalism, Endorsement and Continuity This book has been the single most powerful influence in my starting this blog. Through their experience with global brands such as IKEA, Cirque de Soliel and Red Bull, the authors have begun to build a solid base on top of all other “flowery” word-of-mouth literature. A workable formulae to achieve real competitive advantage. It aim to explore, comment on, discuss, and analyse how these individual engines can be applied in the digitalsphere, to the same effect. How do YOU think online brand experiences can be engineered to facilitate word-of-mouth?
Conversational Capital
Why, as consumers, do we remember some brands more than others? Why is it that some brands, some campaigns, some products hold our attention whilst others pass by unnoticed? Why do we become physically and emotionally attached to certain brands when others gain no response? Why do we adopt certain brands as part of our personal narrative, allow them to represent our character and convey our self-image? Developed by a trio of brand architects, Conversational Capital: How to create stuff people love to talk about, presents the idea that brands are able to engineer these properties. That by implementing a series of “principles” across all touch-points with the consumer, the brand is able to create a salient experience, high in residual value, which not only has the ability to shape the consumers’ identity but which is so meaningful and intense that one feels compelled to advocate the experience- and in doing so, the brand- to their peers. The authors present the following 8 principles: Myths, Rituals, Exclusive Product Offering, Relevant Sensory Oddity, Icons, Tribalism, Endorsement and Continuity This book has been the single most powerful influence in my starting this blog. Through their experience with global brands such as IKEA, Cirque de Soliel and Red Bull, the authors have begun to build a solid base on top of all other “flowery” word-of-mouth literature. A workable formulae to achieve real competitive advantage. It aim to explore, comment on, discuss, and analyse how these individual engines can be applied in the digitalsphere, to the same effect. How do YOU think online brand experiences can be engineered to facilitate word-of-mouth?
Posted 1 year ago
