Conversational Capital: How to Create Stuff People Love to Talk About Hardcover – Aug 7 2008
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From the Back Cover
“InThe Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.' Now Bertrand Cesvet provides the ‘how to' you need to create ‘Tipping Points' for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.
Stewart Emery, coauthor of international best-sellerSuccess Built to Last
“Ultimately, magic is unexplainable. Still,Conversational Capitalprovides the most insightful analysis of what makes our shows ring in the heart of fans.
Guy Laliberte,founder, Cirque du Soleil
“Like all great ideas,Conversational Capitalis at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art thatConversational Capitalturns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.
Jim Champy, coauthor,Reenginering the Corporation, and author,Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
- Create products and services that consumers find truly significantIntensify consumption experiences to transform your brands into market leadersDon't settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers
For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull.
1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One Drop™Foundation is to fight poverty around the world by giving everyone access to safe water.
About the Author
Bertrand Cesvet is chairman and chief strategist of SID LEE, a Commercial Creativity company with offices in Montreal and Amsterdam. He provides creative and strategic leadership on marketing communications and experience design projects for clients such as adidas, Red Bull, Cirque du Soleil, and MGM Mirage. He lives in Montreal with his wife Josee and daughters Gabrielle and Emma.
Tony Babinski is a Montreal-based writer, creative director, and filmmaker. He has worked with SID LEE since 2000 and is the author of Cirque du Soleil :20 Years Under the Sun, the authorized history of Cirque du Soleil. He lives in Montreal with his wife Julie and children Sophie, Max, and Lily.
Eric Alper is a strategist for SID LEE. He has kept a blog about Conversational Capital going since 2006. He has also developed and written the Conversational Capital blog.
Top Customer Reviews
When you understand the concepts the authors put forth in the book, you start to see them everywhere. Maybe there is more to advertising than just than bombarding the consumer with the same messages over and over. For me, word of mouth is genuine and is way more powerful than a company telling me they are great, its me saying so. I highly recommend this read!
Conversational Capital: How to Create Stuff People Love to Talk About
Most of Creative capital discussed the eight engines of Conversational Capital. These are what the authors point out as 'experience amplifiers,' being:
2-Exclusive Product Offerings
4-Relevant Sensory Oddity (RSO) (particularly interesting and important concept)
These eight engines are particularly important to marketers working on marketing plans to tie in both Social Media elements and customer conversations ' into their marketing strategies and tactics.
Cesvet, Babinksi and Alpers, were wise to compare conversational capital to Buzz marketing. In their words, 'Buzz is about getting attention at all costs, Conversational Capital is about meaning, integrity and interaction.' P46. This line alone was a nice clarifier to point out the importance of worthy marketing rather than just attention grabbing efforts.
Well written. Solid, sound arguments presented to the reader. A great read for any marketing professional focused on growing the brand/product value through its advocates.
Which is exactly why we read these books, right?
Although the introduction/forward took a bit to get into and caused me to skip ahead to find where the "real" book began, from chapter 1 I was hooked.
The authors use three very different companies, Cirque Du Soleil, IKEA and Montreal local delicatessen Schwartz's, to illustrate "The Engines Of Conversational Capital":
2. Exclusive Product Offerings
4. Relevant Sensory Oddity
I have to admit that I have never seen a Cirque Du Soleil production, never bought furniture at IKEA and never eaten at Schwartz's BUT I don't have to to understand what makes them three outstanding businesses.
The later half of the book explores each "Engine of Conversational Capital" individually using many major and unique brands to bring points home. The final few chapters are devoted to implementation in your own business.
I can see how this book is compared to The Tipping Point and Made To Stick although there is less storytelling and more cause and effect examples.
All in all a great Book!
Danielle Millar, Glenn Simon Inc.
Most recent customer reviews
Good fundamentals on branding, the 8 engines that they call, good stuff. Not to take literally, but there's some good advices, mostly at the end of the... Read more
Whenever I teach a class of entrepreneurs, they immediately grasp the key elements of this book: Stun customers with something very special so that they won't be able to stop... Read morePublished on April 17 2009 by Donald Mitchell
This book will rev you up and get you thinking. Sure, it gets its fuel from some ideas marketers know about already. Read morePublished on Oct. 22 2008 by E. Martel
I am a senior manager in a large Canadian retailer and I absolutely loved the book. The idea that meaningful consumer experiences, as opposed to simple marketing schemes, drive... Read morePublished on Oct. 17 2008 by Deborah Smith
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