Aug 15, 2009 2
The Eight Engines of Conversational Capital
Just started reading Conversational Capital: How to Create Stuff People Love to Talk About based on the recommendation of my new friend, @jmkeller. [btw..check out his new blog at creativedropbox.blogspot.com.good stuff]
Conversational Capital is a book about building word-of-mouth into a brand experience.
The authors share the following eight engines of conversational capital……
1 // Myths
Myths are the narratives that become part of the very fabric of consumption because they provide important clues as to fundamental meaning of that act.
2 // Rituals
Rituals are an essential part of how human beings create and formalize meaning. The presence of ritual marks out an experience as deeper in meaning – a phenomenon that is true for consumer experiences, as well.
3 // Exclusive Product Offering (E.P.O.)
Exclusive Product Offering (E.P.O.) is about allowing consumers to create an experience that asserts and actualizes their individuality; to, in a world of six billion people, feel and be unique.
4 // Relevant Sensorial Oddity (R.S.O.)
Relevant Sensorial Oddity (R.S.O.) is about challenging our senses with something extraordinary, marking an experience as unique.
5 // Icons
Icons are signs and symbols that clearly demarcate a consumption experience from any other.
6 // Tribalism
Tribalism is about the power of a brand experience to inspire the association of like-minded people.
7 // Endorsement
Endorsement is not about celebrity – it’s about how the meaning and intensity of a brand experience naturally lead to credible people organically endorsing it.
8 // Continuity
Continuity is a strong harbinger of reputation, a fact that rests on the unity between what you promise, what people expect and what you deliver.
[HT: Wikipedia]
What new book is on your nightstand or your Kindle?
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