Conversational Capital

They talk the talk, I read the read.

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

Casual Prince of Darkness

Anyone can be the Prince of Darkness in World of Warcraft, sorry Ozzy. I love how video games now target a wider segment of players, making it more accessible for anybody to become a part of what used to be reserved for geeky subcultural groups.

Et lorsqu'on parle de phénomène d'aspiration, Guitar Hero joue le tout pour le tout!

Great viral example - Wassup 2008

To me all the elements are there. There's an interest for this video, no brand is apparent and there is also a good punch, not to forget the message reaches the viewer's emotional side. The interest is mostly supported by the fact that the viewers rely on the title and expect another great "wazzzup!" 2minutes like what they have been used to in the past Superbowls. Therefore, you can reach any american with that video because of the apprehension you've renewed. The interest is later on due to the fact that the reality shown in this video, even though it's accentuated, is similar to what americans have been through in the recent years and the subjects they have been debating for the past months in the presidential campaign. Finally the message is engaging and positive.

I wish I were an american for one day, on november 4th.