Conversationality is a brand communication concept intended to replace traditional marketing communication with the ability to make a meaningful connection with people by talking about things that are truly interesting and relevant to them. Conversationality is about creating a two-way conversation around these passion points rather than a one-way stream of marketing messaging bombarding the receiver.
The term was coined in March 2005 by Steve O'Connell, Creative Director and Founder of Philadelphia-based advertising agency STICK and MOVE, and is a core philosophy reflected in STICK and MOVE's approach to advertising.
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