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
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]