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

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…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

Reference

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]

 

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