"Demand everything. Expect nothing."
?Bill Kreutzmann, cofounder and drummer, the Grateful Dead
"I miss Jerry. And I wonder . . . is your brand iconic? Why not? Hint: it has nothing whatsoever to do with hemp brownies. Becoming iconic is a choice."
?Seth Godin, author of Linchpin, blogger, Deadhead
"Marketing Lessons from the Grateful Dead is like a powerful, hard–charging anthem that fills in so many blanks while closing the circle of life. Like the Grateful Dead, Brian and David are transformational visionaries with a keen eye for the second set."
?Bill Walton, basketball legend and Deadhead
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. By cultivating a dedicated, active community, collaborating with their audience to co–create the Deadhead lifestyle, and giving away "freemium" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today.
Written by marketing gurus and lifelong Deadheads David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead gives you key innovations from the Dead′s approach you can apply to your business. Find out how to make your fans equal partners in your jouney, "lose control" to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!
PART ONE THE BAND.
Chapter 1 Create a Unique Business Model.
Chapter 2 Choose Memorable Brand (and Band) Names.
Chapter 3 Build a Diverse Team.
Chapter 4 Be Yourself.
Chapter 5 Experiment, Experiment, Experiment.
Chapter 6 Embrace Technology.
Chapter 7 Establish a New Category.
PART TWO THE FANS.
Chapter 8 Encourage Eccentricity.
Chapter 9 Bring People on an Odyssey.
Chapter 10 Put Fans in the Front Row.
Chapter 11 Build a Following.
PART THREE THE BUSINESS.
Chapter 12 Cut Out the Middleman.
Chapter 13 Free Your Content.
Chapter 14 Be Spreadable.
Chapter 15 Upgrade to Premium.
Chapter 16 Loosen Up Your Brand.
Chapter 17 Partner with Entrepreneurs.
Chapter 18 Give Back.
Chapter 19 Do What You Love.
About the Photographs.
About the Illustrations.
About the Authors.