"Conversational Capital Explained

Engineering Word of Mouth from the Ground Up

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." (read less)

"Conversational Capital Explained

Engineering Word of Mouth from the Ground Up

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... (read more)