Description
Book SynopsisCan you explain the explosion of social activities like text messaging with little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? Or more sensitively the steady rise of floral roadside tributes to traffic accident victims from complete strangers? Unless you have a good explanation of mass behaviour, you'll have little chance of altering it.
Herd reveals that most of us in the West have completely misunderstood the mechanics of mass behaviour because we have misplaced notions of what it means to be a human being. With a host of examples from Peter Kay and urinal etiquette to Apple and Desmond Tutu, Mark Earls offers the most new radical, controversial and significant new theory of consumer behaviour in a generation.
At one level a profoundly simple and important idea, that just happens to overturn everything we thought we knew about marketing to the individual.
Adam Morgan, Founder, Eatbigfish
Mark Earl
Trade Review
"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” (The Guardian, March 2007)
"Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" (Gulf Business, March 2007)
"…brain-stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." (Securities and Investment Review, March 2007)
"It will change the way you think about marketing. It will also change the way you think about yourself." (Marketing Direct, November 2007)
Table of ContentsDedication.
Foreword by Russell Davies.
Acknowledgements.
Introduction.
Part One: A ‘We-Species’ with an illusion of ‘I’.
1: The Super-Social Ape.
2: The Illusion of ‘I’.
3: ‘I’ vs. ‘Us’.
Part Two: The Seven Principles of Herd Marketing.
4: Key Principle No. 1: Interaction.
5: Key Principle No. 2: Infl uence.
6: Key Principle No. 3: Us-Talk.
7: Key Principle No. 4: Just Believe.
8: Key Principle No. 5: (Re-)Light the Fire.
9: Key Principle No. 6: Co-Creativity.
10: Key Principle No. 7: Letting Go.
Part Three: Making Sense of the Herd.
11: Conclusions.
Postscript.
And it’s goodnight from him . . . .
Endnotes.
Index.
