Description
Book SynopsisThe Grateful Dead-rock legends, marketing pioneers The Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales.
Trade Review"Like all the best teachers, this book inspires you to do your own thinking.... I found it enlightening and liberating." (Financial Times, August 2010)
"...a short but inspiring book which will give every business person pause for thought and some good ideas." (TheBookBag.co.uk, August 2010)
"...fits four decades' worth of guitar solos and weed smoking into the context of recent American marketing." (The Guardian.co.uk, September 2010)
"...there's certainly much to be taken away from this book." (Business Life, October 2010)
"...a well-written and sprightly little book...they may just be on to something." (Management Today, October 2010)
"...offers advice to marketing executives across a broader range of industries." (Director, October 2010)
‘Sex, drugs, rock ‘n roll and ground-breaking marketing communications, what more could you ask?’ (Marketing ie, April 2011)
"The origins of the book are not in the field of cultural economics. However, it raises some very interesting issues about the area and also of the general relationships between the disciplines of marketing and economics, even perhaps about the nature of American culture." (Journal of cultural economics 2015)
Table of ContentsForeword xi
Introduction xv
Part One The Band 1
Chapter 1 Create a Unique Business Model 3
Chapter 2 Choose Memorable Brand (and Band) Names 13
Chapter 3 Build a Diverse Team 21
Chapter 4 Be Yourself 29
Chapter 5 Experiment, Experiment, Experiment 37
Chapter 6 Embrace Technology 45
Chapter 7 Establish a New Category 53
Part Two The Fans 59
Chapter 8 Encourage Eccentricity 61
Chapter 9 Bring People on an Odyssey 69
Chapter 10 Put Fans in the Front Row 79
Chapter 11 Build a Following 87
Part Three The Business 95
Chapter 12 Cut Out the Middleman 97
Chapter 13 Free Your Content 105
Chapter 14 Be Spreadable 113
Chapter 15 Upgrade to Premium 119
Chapter 16 Loosen Up Your Brand 127
Chapter 17 Partner with Entrepreneurs 135
Chapter 18 Give Back 143
Chapter 19 Do What You Love 151
Acknowledgments 157
“Furthur” Reading 159
About the Photographs 161
About the Illustrations 161
About the Authors 163
