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Book Review-Marketing Lessons from the Grateful Dead April 25, 2011

Posted by Jack Macholl in Brand building, Brand personality, Branding, Communications, Corporate Social Responsibility, Music marketing, Referral marketing.
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This 2010 book by David Meerman Scott and Brian Halligan offers some great insights on what it takes to become an iconic brand. I selected this book largely out of curiosity regarding the title. As only a casual Grateful Dead fan, I now have a new appreciation of how the band defied the “best practices” of music marketing in the 60’s and beyond.  Through a spirit of generosity (long before it ever became a social media buzz term) the Dead bent all the rules and created huge revenue streams from a community of fans.

Marketing Lessons from the Grateful Dead also offers a series of “call out” points that encapsulate how the band made money while giving many things away for free along the way.  The authors also point out the importance of social responsibility and how the Grateful Dead ultimately created the Rex Foundation to give back by financially supporting human services, the arts and environmental causes.

At just a tad over 150 pages, this is a brief, yet powerful read.



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