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

Glossary of Terms

The following terms appear throughout the book—they appear in bold italic upon first use in the book. The Glossary terms are also discussed more extensively in the Blog on www.conversationalcapital.com.

advocacy

Unheralded and overwhelmingly favorable endorsement.

awareness

The presence of one’s knowledge of the existence of a particular brand experience.

bombastic

You know what we’re talking about: seemingly high-flown experiences that ring hollow. Authors’ Note: Our editor gave us lots of grief about this supposed Canadianism, but we couldn’t let it go; hopefully that demonstrates our continuity.

brand

A mark of identity, whether it be for a person, place, physical property, organization, or idea.

brand promise

The essential and singular ...

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