Thursday, October 2, 2008

Conversational Capital

The business world is abuzz about the power of word-of-mouth. And yet the discussion swirls around how talk is transmitted, not how it's created. This is a book about turning the tables - a set of ideas that teach marketers how to create the ingredients necessary for word-of-mouth.

The promise of this philosophy is a means by which to:

* Create products and services that consumers find truly significant
* Enhance consumption experiences to transform your brands into market leaders
* Manage and control word-of-mouth around your brand

Drawing on their extensive experience in fostering leading brands, the authors reveal the triggers of word-of-mouth and outline a process for embedding them into your products, helping you create stuff people love to talk about. From Bertrand Cesvet, Tony Babinski and Eric Alper, members of SID LEE, a leading purveyor of experiential design and communications service for breakthrough brands including Cirque du Soleil, adidas and Red Bull.


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