Conversational Capital
Bertrand Cesvet
- 07 augustus 2008
- 9780132703741
Samenvatting:
This is the eBook version of the printed book.br/br/"In The Tipping Point, Malcolm Gladwell presents an important idea without any "how to." Now Bertrand Cesvet provides the "how to" you need to create "Tipping Points" for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future." br/br/Stewart Emery, coauthor of international best-seller Success Built to Last br/br/ br/br/"Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans." br/br/Guy Laliberte, founder, Cirque du Soleil br/br/ br/br/"Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium." br/br/Rupert Duchesne,CEO of Aeroplan br/br/ br/br/"Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas." br/br/Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart! br/br/ br/br/boldEmbed into Your Products and Experiences the Ingredients that Drive Advocacy:/bold br/ Create products and services that consumers find truly significant/bullet br/ Intensify consumption experiences to transform your brands into market leaders/bullet br/ Don"t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers/bullet br/br/For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull. br/br/ br/br/1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.