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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 05. Conversational Capital Is Not Buzz

Despite their many valuable insights, a lot of today’s word-of-mouth and experiential marketers often operate under the wrong notions. They undertake what they do because they believe in generating “buzz,” which they hope will get people talking. Some of these people will tell you that “there’s no such thing as bad buzz,” because any kind of talk draws attention to your product.

We believe, however, that this is a fundamental mistake and is an artifact of the outdated, mass-market paradigm. It assumes word-of-mouth and experiential marketing are directed toward the same goal as traditional 30-second television spots: generating awareness.

In his book Experience the Message, Max Lenderman demonstrates ...

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