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Book review: Conversation Capital: How to create stuff people love to talk about
Q: Why do certain things get talked about and others don’t?
A: Because of Conversation Capital: The stuff that makes a consumer into a passionate advocate for your brand.
The book, Conversation Capital by Bertrand Cesvet with Tony Babinski and Eric Alper, attempts to solve the mystery of how to make a brand buzz-worthy. Whether you’re selling a line of athletic shoes or promoting a hospital fundraising initiative, every marketer wants to know how to get people talking. What sort of magic formula are the big brands like Apple using?
Turns out getting attention from the masses is more about science than magic.
Now I won’t give away the whole book, but I’ll tell you this: after reading Conversation Capital, my perspective hasn’t changed. I’ve always been deeply interested in building brands, and finding out how some of today’s heavy-hitters created their following. Conversation Capital describes the formula for success by breaking down the key components (see below) toward “creating stuff people love to talk about”, ie. a successful brand.
But I wouldn’t say I learned anything revolutionary from reading this book, although I was definitely left with the feeling of wanting more. This book described the pieces of the puzzle, but didn’t explain exactly how to put them all together. I guess this was the author’s intent, especially since they run their own branding agency. Nice work guys.
Overall, this book was an excellent read full of entertaining real-world examples. I recommend it to anyone looking for a basic introduction to building a buzz-worthy brand. I’ll leave you now with an excerpt from the book:
The components of Conversation Capital:
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Rituals
"Rituals are behaviours or rites we engage in to mark certain activities as exalted. When ritual behaviour becomes associated with a consumer experience, it is marked out as more resonant" (pg. 68) -
Initiation
"Initiation is a special subset of ritual. When consumers feel they have worked a little harder to acquire special knowledge of or access to a consumer experience, they feel set apart." (pg. 75) -
Exclusive Product Offerings (EPOs)
"EPOs occur when a consumer experience offers a notable degree of individualization. When you feel something has been designed just for you, or in a distinctly personal way, you can claim an experience as your own, it becomes more salient. EPO sings in high-end experiences, but we've also observed it in simple products such as Cracker Jack or the Kinder Egg." (pg. 83) -
Over-delivery.
"Over-delivery is an aspect of EPO. It's what happens when brands make an experience feel special by going much further than they have to in terms of customer satisfaction. Over-delivery occurs when consumer experiences include features that anticipate needs and desires consumers haven't even thought they would want but end up loving. In the end, it can be understood as an attitude; the desire to be the best and keep improving, just for the sake of it." (pg. 89) -
Myth.
"Myth might be the most critical engine of Conversational Capital because it embodies a brand story. Essentially, stories set brands apart because they are so important in the identity-forming and affirmation process. We are the sum of our stories and we look to myth to provide them. If your brand is powered by myth, it might be all you need." (pg. 97) -
Relevant Sensory Oddity (RSO)
"RSO can be observed when a consumer experience surprises and delights a full range of sense. It recognizes that human beings see, touch, hear, taste, and feel and communicates with them on that level. However, doing so in a manner that is relevant, and resonates with the consumer experience in a meaningful way, is key." (pg. 105) -
Icons
"Icons are signs and symbols that are rich in evocative power and associations. Almost anything can take on the shorthand power of an icon: places, buildings, people, logos, labels, and more. The key is that these icons have to evoke a compelling brand story." (pg. 113) -
Tribalism
"In essence, Conversational Capital occurs when brand stories become part of the identity formation and affirmation process. Determining which tribe you belong to is a bedrock component of that process. Tribalism takes place when consumer experiences draw the like-minded together in a quest for mutual discovery." (pg. 121) -
Endorsement
"Endorsement is not a matter of well-known people speaking for your consumer experience. Rather, it is a matter of consumers advocating on your behalf in a free and unsolicited manner. This is the most powerful form of marketing there is. However, endorsement comes with a built-in caveat. If you are endorsed, you need to live up to consumer support. If they recommend you to someone who is disappointed, they look bad, too." (pg. 125) -
Continuity
"Conversational Capital demands continuity. Because it is about creating consistent brand stories, it works best when there is no disconnect between how a product is designed, marketed, and perceived. The best brands are the result of a united, cohesive strategy, and they walk the talk." (pg. 131)
About the authors
Bertrand Cesvet is chairman and chief strategist of SID LEE, a Commercial Creativity company with offices in Montreal and Amsterdam. He provides creative and strategic leadership on marketing communications and experience design projects for clients such as adidas, Red Bull, Cirque du Soleil, and MGM Mirage. He lives in Montreal with his wife Josee and daughters Gabrielle and Emma.
Tony Babinski is a Montreal-based writer, creative director, and filmmaker. He has worked with SID LEE since 2000 and is the author of Cirque du Soleil :20 Years Under the Sun, the authorized history of Cirque du Soleil. He lives in Montreal with his wife Julie and children Sophie, Max, and Lily.
Eric Alper is a strategist for SID LEE. He has kept a blog about Conversational Capital going since 2006. He has also developed and written the Conversational Capital blog.
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