Conversational Capital Book Review
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The document discusses the concept of "Conversational Capital", which hypothesizes that consumers are more likely to talk about and advocate for brands and experiences that are personally meaningful to them. It identifies eight "engines" that can amplify a consumer's experience and make it more worthy of sharing, such as rituals, customization, stories, and sensory experiences. Implementing Conversational Capital involves designing experiences that incorporate these elements to encourage positive word-of-mouth promotion through social conversations.
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“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.”
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”
Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
Create products and services that consumers find truly significant
Intensify consumption experiences to transform your brands into market leaders
Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers
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.
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.
Beyond Advertising: Creating Value Through all Email and Mobile Touchpoints
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
The Real Brand Owners
Nowadays, marketing is all about how the brands connect themselves with the human spirit of their consumers. Valuing these emotions, the brands do their positioning accordingly with regard to the environment and general community at large to create real meaningful and demonstrable values that align with the society.
In today’s world, consumers are the creators and destroyers of brands with which they associate as they imbibe the brand within themselves with authenticity and passion. This leads to ambassadorship and activism on behalf of the brand. The Presentation revolves around building true customer engagement which results in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. The issues vary from challenges in diminishing control of companies over their brand, the advent of hyper transparency to the proliferation of best practices.
Stockholm stad storytelling_2019_v3
The document discusses using storytelling and influencer strategies for international marketing. It notes that international marketing is becoming easier for businesses with digital marketing and influencers. Storytelling is an important tool for engaging audiences on social media and connecting with customers. The document provides tips for crafting effective business stories, including focusing on empathy, embracing an underdog status, and fostering customer communities. It also gives examples of companies that successfully use storytelling.
5 strenghts of the new agency
The document discusses the need for agencies to transform from traditional advertising agencies to organizations focused on strategic problem solving, insights generation, and digital marketing. It argues that agencies must make five key changes: 1) have cross-functional teams work together throughout the entire process; 2) be genuinely interdisciplinary; 3) start with understanding the user; 4) rethink the traditional creative brief; and 5) become a learning organization that cultivates fresh thinking. This new approach is necessary to engage audiences in an interactive way and get them to tell brand stories, rather than simply broadcasting messages.
How your organisations culture defines your brand
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
Trade_perspectives
1) Brands that actively participate in helping consumers develop, share, and shape their personal narratives will be more relevant and valuable over time.
2) Understanding consumers' personal narratives provides opportunities for brands to align their products and stories to meaningful experiences in peoples' lives.
3) By connecting content marketing efforts to consumers' personal narratives across multiple platforms, brands can increase engagement and drive business goals.
The Future of Marketing
(2nd Dec 2017) BFBM စီးပြားေရးဆိုင္ရာ အခမဲ့ေဟာေျပာပြဲတြင္ ဆရာ ဦးတင္ဇံေက်ာ္ ေဟာေျပာခဲ့သည့္ Presentation File
How your organisations culture defines your brand 21 february 2019
The document discusses the link between organizational culture and brand. It argues that culture defines the brand through how employees behave and the experiences they provide customers. When culture and brand are misaligned, it undermines brand credibility. The examples of banks losing trust after the royal commission show how important culture alignment is. To manage this, companies should understand their current culture and ensure it delivers the organizational purpose in a way that aligns with communicated brand values.
EVB Read-Behind
This document provides an introduction to Evolution Bureau (EVB), an agency that specializes in digital, social, and mobile marketing. EVB was founded in 1999 with a vision of blending advertising, entertainment, and technology. The agency advocates for the power of digital and social media to connect brands with consumers. EVB believes the future of brands lies in digital and social networks, where marketing should allow people to participate with brands. The agency aims to give influencers content to spread ideas and campaigns across various online platforms.
Interbrand Brand Playback
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
Reflecting and connecting with your audience.pdf
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
Social Brands: The Future Of Marketing eBook by Simon Kemp
The world’s best brands don’t just predict the future; they define the future on their own terms. However, it’s the brands that define their future in terms of the enduring value they add to people’s lives that are most likely to succeed. This eBook presents a series of provocations to help you define your brand’s vision of the future, and helps you to start bringing that vision to life today by building a more social brand. Find out more at http://eskimon.com/social-brands
Rainmaking 101 - 3 ways to get your initial customers to market for you
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
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