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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 17. Continuity

Positive word-of-mouth is the result of continuity between promise, image, and experience. Conventional marketing has always been preoccupied with the former. It tries to summarize what and how we are to think about an experience and communicate it in the most efficient way possible. As a result, the entire traditional advertising industry’s work is focused on finding catchphrases and slogans such as the following:

  • Refreshes the parts other beers cannot reach

  • We try harder

  • You can’t top the copper-top

  • We bring good things to life

  • A diamond is forever

Coming up with a great tagline, however, isn’t enough to get people to talk about you. Rather, word-of-mouth is a by-product of a dynamic relationship between your experience (who ...

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