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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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Foreword by Hermann Deininger

What makes an individual move from a mere consumer of products to a loyal customer or even a brand ambassador? As contemporary marketers, our goal is to secure advocates who present our brand for us.

In this day and age, people don’t care about brands by virtue of the fact that they’re merely satisfying. Indeed, in a market with healthy competition and high expectations, brands must look at what they offer far beyond the product itself. People care because some, better than others, create an intense, enduring and meaningful sense of connection and emotion that shapes their own identity. This phenomenon, very much evident in fashion, is driven by a deceivingly simple quality: meaning. This is the added value that can ...

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