O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 03. How Conversational Capital Works

To best convey how the engines of Conversational Capital help to generate positive word-of-mouth, it isn’t sufficient to simply list and describe them. Although Conversational Capital can and should be analyzed intellectually, it is something a consumer lives. It is processed existentially to create tropes of meaning that help to shape and confirm one’s evolving sense of identity. That’s why, whenever we present a new project, we demonstrate how those engines can stoke the emotions and imaginations of consumers as they travel through a brand experience.

By way of example, we invite you to travel through the following brand experiences.

Cirque Du Soleil

Cirque du Soleil is a company we know well. It also ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required