Can you explain the explosion of social activities like text messaging
with little or no promotion of the behaviour? How a Mexican wave
happens? The emergence of online communities? Or - more sensitively -
the steady rise of floral roadside tributes to traffic accident victims
from complete strangers? Unless you have a good explanation of mass
behaviour, you'll have little chance of altering it.
Herd reveals that most of us in the West have completely misunderstood
the mechanics of mass behaviour because we have misplaced notions of
what it means to be a human being. With a host of examples from Peter
Kay and urinal etiquette to Apple and Desmond Tutu, Mark Earls offers
the most new radical, controversial and significant new theory of
consumer behaviour in a generation.
"At one level a profoundly simple and important idea, that just happens
to overturn everything we thought we knew about marketing to the
individual."
--Adam Morgan, Founder, Eatbigfish
"Mark Earls helps us see clearly that we need to re-write the rules and
provides us with a playbook for doing so. Are you ready for the 'we'
revolution?"
--Ed Keller, CEO, The Keller Fay Group
"Herd is a dazzling, nutrient-rich read that urged me to see afresh the
big underlying forces driving media behaviour and why they especially
matter now."
--David Abraham, EVP, The Learning Channel
"As important to read as Malcolm Gladwell and Adam Morgan were. I cannot
recommend it highly enough unless you are a luddite or an ostrich."
--Mark Sherrington, Global Brands Director, SABMiller
"Read this book. Think about it. If you're going to be any good at your
job in the next 20 years then you need to questions your assumptions
about how stuff works."
--Russell Davies, Founder, Open Intelligence Agency
