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.
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]