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The philosophy of the Conversation Manager is clear: brand identification is the key to positive word-of-mouth about his brand. Once people feel there is a strong match between their personal (aspirational) values and the values of a brand, they start to talk more positive about that brand. Word-of-Mouth is the consequence of good brand identification and not the other way around.

So, the key challenge of the Conversation Manager is creating brand identification between its brand and its consumers.