Conversational Capital

For a long time I've really liked the Canadian agency Sid Lee.  They've done some great work, and I love their philosophy for their agency and their belief in what makes great work.  They were kind enough to send me an advance copy of their new book, 'Conversational Capital'.  It's going to be out in a month or so and is worth a read.  This book is about what brands need to do today in order to truly thrive - be meaningful and non-substitutable in their soul, and intense and iridescent in the way they express themselves.  It's about realizing the only way to get people passionate about you is to be passionate about yourself.

It's packed full of some good, not the usual suspect, case studies and it somehow strikes me as a good companion to the seminal 'Eating The Big Fish'.  You can get a taste for the book over at their site.

Comments

[Anjali]

Thanks for this. Just downloaded the PDF of Conversational Capital from their site. It's an interesting addition to this:
http://s3.amazonaws.com/bzzagent/The_Word_of_Mouth_Manual_Volume_II.pdf

I researched social capital when I was in university and it's amazing how much people rely on the opinions of people they know to buy stuff. I think conversational capital is something that's been sort of taken for granted by brands. They need to work on it consciously.

[Grumpy]

I downloaded the pdf.

I stopped reading when I got to this:

"If a consumer experience’s intended meaning is not only communicated, but actualized at as many consumer touch-points as possible, it is likely that the market intended to find that experience meaningful will enjoy it, and share that enthusiasm with their peers"

I would have thought that the first requirement of conversation is to actually make sense.

I hope the book is better written. I will not be paying to find out. Nor talking about it.