The last two out of eight engines are EPO and Continuity explained as follows:
EPO (Exclusive Product Offer): In an era of growing customization, opportunities to own something exclusive are increasing every day. Human beings love to feel unique, and to assert their individuality.
Continuity : Considering the tree factors:
- Who you are
- Who you think you are
- Who people think you are
Therefore brand’s reputation is the result of the relative proximity of these three factors to one another.
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 – Bertrand Cesvet, Chairman – Eric Alper, Lead Strategist [Sidlee]