an experience as unique. 5. Icons are signs and symbols that clearly demarcate a consumption experience from any other. 6. Tribalism is about the power of a brand experience to inspire the association of like-minded people. 7. Endorsement is not about celebrity — it's about how the meaning and intensity of a brand experience naturally lead to credible people organically endorsing it. 8. Continuity is a strong harbinger of reputation, a fact that rests on the unity between what you promise, what people expect and what you deliver. The authors also recognize that Conversation Capital is nothing without conversational liquidity—the ability to share the stories as broadly as possible, and perhaps for this reason they frequently reference and recognize the Open Source movement and its way of creating connected communities that transcend geographic and other boundaries. See also The Five Dysfunctions of a Team References Conversational Capital at Financial Times Press — A Pearson Imprint External links Official Site 2008 non-fiction books Marketing books Business books