HerdHow to Change Mass Behaviour by Harnessing Our True Nature By Mark Earls
What the experts say"Bold in its conception and engaging in execution, offers the mostradical 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)
Mark EarlsMarketer + Lifelong Advertising man20 years as an Account PlannerSt, Lukes, BMP, OgilveyA rebuttal to how the marketing and advertising communityview mass consumer behaviour
Overview• ‘We species’ with an illusion of ‘I’ - reasoning behind his theory• The Seven Principles of Herd Marketing - to consider when trying to view mass behaviour
‘We species’ with an illusion of ‘I’• Super Social Ape - We are all monkeys• The illusion of ‘I’ - ‘Don’t part with you illusions when they are gone you may still exist but you have ceased to live’ – Mark Twain• ‘I’ vs. ‘U’ - West vs East
The Seven Principles of Herd Marketing• Interaction• Influence• Us-Talk• Just Believe• (Re) Light the fire• Co-Creativity• Letting go
The Seven Principles of Herd Marketing• Interaction - Each of us responds to an environment consisting of other people responding to an environment consisting of other people, etc• Influence - Most people are other people. Their thoughts are someone else’s opinions, their lives a mimicry, their passions a quotation• Us-Talk - The power of word of mouth
The Seven Principles of Herd Marketing• Just Believe 1. Create something of social meaning 2. The meaning must come from deep inside you. From your personal beliefs on what is right in the world 3. You must follow your beliefs and let them shape your business works• (Re) Light the fire - Dove ‘Campaign for real beauty’
The Seven Principles of Herd Marketing• (Co) Creativity - Most new ways of seeing things are the result of a group of people working together• Letting Go - If we really want to understand Mass Behaviour we have to let go of our illusions of control
Personal Conclusions• Not a ‘how to guide’• Raises questions!
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