Branding Strategy: how to Create Word of Mouth ? (4/5)



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The next two out of eight engines are Icons and Endorsement explained as follows: 

Icons are signs and symbols that clearly demarcate a consumption experience from any other.  Meaningful associations transform signs and symbols from mere product identifiers into components of identity-shaping experiences.

Endorsement happens when someone credible speaks up for you. If a trusted authority praises you in a spontaneous and genuine manner, it can have enormous impact because it confirms the relevance of your consumption 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]

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