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by Paul Kemp Robertson (Author), Chris Barth (Author)
About the Author
Paul Kemp-Robertson co-founded the now globally renowned creative and strategic intelligence resource, Contagious, in 2004. Previously, he worked in commercials production and was part of the launch team behind the marketing creativity magazine Shots before going on to become editor, and was later Leo Burnett's worldwide director of creative resources. Paul has written for publications including Business 2.0 and the Guardian and his TEDGlobal talk on alternative currencies has been viewed over one million times. He has a Masters degree from the University of London.
Chris Barth is a Lead Strategist at Contagious, where he oversees a wide variety of projects for brands and agencies in North America, including trend briefings, research reports, creative capabilities training, innovation workshops and collaborative strategic initiatives. Prior to joining Contagious in 2013, Chris worked as a staff writer at Forbes, where he also produced Steve Forbes' Intelligent Investing interview series, which featured conversations with global leaders in economics, business and investing. In the past, he has also been a freelancer at Rolling Stone, an editorial producer at Major League Baseball Advanced Media, and a consultant at Arcadia Solutions.
About this book
Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance?
Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution.
Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too.
Brief contents
Introduction
Part One: CREATING A CULTURE
The First Commandment // Have an Organizing Principle
The Second Commandment // Be Useful, Relevant, and Entertaining
The Third Commandment // Ask Heretical Questions
The Fourth Commandment // Align with Behaviour
The Fifth Commandment // Be Generous
Part Two: MAKING IT HAPPEN
The Sixth Commandment // Join The 5% Club
The Seventh Commandment // Prioritize Experience Over Innovation
The Eighth Commandment // Weaponize Your Audience
The Ninth Commandment // Make Trust Sacred
The Tenth Commandment // Be Brave
Further Reading
Acknowledgements
Pages: 416 pages
Publisher: Penguin Random House UK (November 1, 2018)
Language: English
ISBN-10: 0241328969
ISBN-13: 978-0241328965
Penguin__The Contagious Commandments.epub
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