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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 16. Endorsement

When a trusted friend or someone you look up to endorses an experience, nothing is more likely to persuade you to try it. This is a chapter on the most powerful form of affirmation there is—peer-mediated endorsement.

Endorsement works when credible members of a tribe put their reputations on the line to stand behind an experience. Peer endorsement is as different from celebrity product endorsement as buzz is from Conversational Capital. Because top-down celebrity endorsement is bought and paid for, it can feel meaningless and hollow. In the rare instance, it can work, if the celebrity endorser is the right person, someone who embodies the brand (the case of Nike comes to mind). However, it can be an expensive proposition. ...

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