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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 01. What Is Conversational Capital?

By studying the activities of category-defining brands[2] such as Cirque du Soleil, Apple, adidas, Red Bull, IKEA, method cleaning products, and many others, we’ve come up with a series of observations that can help generate and spread positive word-of-mouth.

We call these observations Conversational Capital, and they’re not just limited to big brand names and international marketers. Some of the world’s best word-of-mouth examples are small, local success stories—such as Schwartz’s, a much-loved Montréal smoked meat restaurant, or an independent artist with a video on YouTube.

What they all have in common is that they are fully endorsed by consumers who share their enthusiasm with their peers. Because ...

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