As in any coffe house of St-Martin blvd., I am surrounded by contractors and construction promoters passionately discussing sidewalk-to-garden distance and parking lot concrete norms. Odd business meetings, nightclub beats and overpriced 2-days-old cookies seem to have become standard in the double expresso business. Why am I here again? Where do I fit in all of this? Don't mind me, I'm just the guy taking notes...and making up unnecessarily streched expressions to over emphasise the sarcastic description of my environment in an "I'm-so-clever-I-have-to-be-the-coolest-urban-writter-wannabe" manner. Truly, I am the real sucker in this story; I'm the one who paid 3 dollars for a 2-days-old-cookies duo.
Nothing of that matters anymore, because I have just uncovered the secret to marketing's most naturally efficient, yet complex, success driver. Conversational Capital.
I now hold in my hands the 8 ingredients to Schwartz's world famous smoked meat, still this doesn't qualify as a recipe book. I now know how a vika glasholm table holds together, yet this is not an instruction manual. Neither is this a critics review, still it tells me why a Cirque du Soleil performance is a must see (or must talk about). The writers from Sid Lee detail, explain and illustrate very accurately 8 factors which become "experience amplifiers" when combined altogether to a consumption experience. My favorite quote from this book refers to the importance of an open continual dialogue between brands and consumers: «...in the age of talk, they listen.»(p.120). And the conversaion goes on...conversationalcapital.com
I recommend this book if you wish to go further as a marketer.
Conversational Capital, by Bertrand Cesvet
with Tony Babinski and Eric Alper