"In The 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-seller Success Built to Last "Ultimately, magic is unexplainable. Still, Conversational Capital provides 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 Capital is 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 that Conversational Capital turns 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 significant* Intensify consumption experiences to transform your brands into market leaders* Don,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 DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Table of Contents
About the Authors x How This Book Came Together xi This Is an Open Source Book xiii Foreword by Hermann Deininger xv Introduction xvii PART 1: Defining Conversational Capital 1 What Is Conversational Capital? 3 2 The Eight Engines of Conversational Capital 9 3 How Conversational Capital Works 15 4 Why Conversational Capital Works 35 5 Conversational Capital Is Not Buzz 45 6 Conversational Capital and Advocacy 53 7 Conversational Capital Is for Everyone 55 PART 2: The Engines of Conversational Capital 8 Rituals 63 9 Initiation 69 10 Exclusive Product Offering (EPO) 77 11 Over-Delivery 85 12 Myths 91 13 Relevant Sensory Oddity (RSO) 99 14 Icons 107 15 Tribalism 115 16 Endorsement 123 17 Continuity 127 PART 3: Implementing Conversational Capital 18 Getting Started 135 19 Designing a Solution 143 20 Implementation 153 21 And Two More Questions 161 Glossary of Terms 165 Index 171
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.