Branding Strategy: how to Create Word of Mouth ? (2/5)



…previous post 

Two out of the eight engines stated to fuel word of mouth are Rituals and Myths, explained as follows: 

Rituals: When consumer experiences include rites of initiation, they become more memorable because they are existentially richer

Myths : are the narratives that become part of the very fabric of a consumption experience because they provide important clues as to the fundamental meaning of that experience


  …to be continued


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

Tony Babinski, Creative Director I Bertrand Cesvet, Chairman I Eric Alper, Lead Strategist [Sidlee]


Leave A Reply