Branding Strategy: how to Create Word of Mouth ? (1/5)

0

 

What drives word-of-mouth or customer loyalty?

The great Sidlee’s team (Cesvet and al., 2008) unveils their branding strategy, nailing word-of–mouth concept as follows:

• Create products and services that consumers find truly significant,

• Enhance consumption experiences to be market leaders,

• Manage and control word-of-mouth around your brand

 

 

They introduce the concept of conversational capital as an identity-shaping residual value fueling word-of-mouth and consequently, allowing marketers to reduce marketing and promotional costs while driving growth. 

8 engines, that can be seen as “experience amplifiers” would drive this conversational capital:

Rituals

Myth

Tribalism

RSO

Icons

Endorsement

EPO  

Continuity

…To be continued

Reference

Cesvet, B., Babinski, T., and Alper, E. (2008). Conversational Capital: How to Create Stuff People Love to Talk About 1er éd. (FT Press).

  •  
  •  
  •  
  •  

Leave A Reply