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This review is from: Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Paperback)
Mark Earls is an advertising and marketing man. His misgivings about how traditional marketing is done (assuming we are totally rational beings who act in our own self-interest) chimes with my own long held bias that marketing would be more successful if we know how people actually behave. The problem is that traditional marketing gives us an illusion of control. Marketing based on 'irrational' human behaviour is, on the other hand, messy. Many people who provide budgets for marketing feel more comfortable with the illusion. Earls demonstrates that marketing success will increasingly be about co-creation and conversations, about copying and believing in something that others can metaphorically buy into. It is a different (and to my mind more accurate) way of looking at the world and is full of cultural examples. An easy read for the intelligent layperson. Recommended.