Author Information

Mark Earls is one of the leading thinkers about brands, marketing and mass behaviour.

He has held senior positions in some of the largest and most influential communications companies in the world – his last job was as chair of Ogilvy’s Global Planning Council, prior to which he was Planning Director at the revolutionary St. Luke’s Communications in Lo

10: Key Principle No. 7: Letting Go 325

What a score! 327

The limits of my powers 329

The loneliness of the touchline 330

What Carwyn did and didn't do 331

The loneliness of the manager 332

The company as machine 332

Reducing the human element 333

Children of the lesser god 334

Another point of view 335

Human remains 336

Interaction businesses 337

A different kind of job 337

Back to the drawing board? 34

9: Key Principle No. 6: Co-Creativity 293

Unlikely popstars vol. 103 295

Charidee, my friends 296

Number one and everything after 297

So what does the 'Amarillo' syndrome teach us? 299

Originality and creativity 300

(Value) chain of fools? 301

Is this new news? 303

Hi-tech co-creativity 304

Welcome to SIM City 305

Rewriting history (together?) 306

Galileo, Newton and Einstein 307

Another 'pencil squeeze

8: Key Principle No. 5: (Re-)Light the Fire 259

Keep the home fires burning 261

The fire inside 262

Easier to extinguish than light 264

The misfits 266

Relighting my fire 267

The power of dreams 267

Dream a little dream 269

Vile bodies 270

A familiar situation 271

Girl talk 272

The danger of missions 273

You too can look like this 273

More belief 276

'T ain't what you say 277

The fire inside – summar

7: Key Principle No. 4: Just Believe 227

Disappointed of Des Moines (or Dunstable)? 229

Meaning in a world of oversupply 230

Three principles explained 231

Goodnight Vienna 232

I believe 233

Cardigan Bay's third biggest clothing company 234

Outdoor threads 235

Nice to have? 235

Think differently 236

The journey (home) 238

Jamie's dinners 239

Being Naked 242

Anomalous Thinking 243

Back to the future 245

Enr

6: Key Principle No. 3: Us-Talk 189

Don't believe the hype 191

Children of the revolution 192

So why is the record industry so scared? 193

Scary Mary 195

What can we learn from the Arctic Monkeys' success? 196

Boom time for WoM Marketing 196

What does Marketing (really) know about WoM? 197

WoM Fact 1. Word of mouth is seen by consumers to be more

important than other infl uences on individual purchas

5: Key Principle No. 2: Infl uence 151

Saturday night's all right 153

Faces in the crowd 154

1-2-3-4 . . . 155

Brainwashing 156

Brainwashing and conformity 156

Parallel lines 157

Fear and needles 158

Hands together, please 159

The placebo effect 160

What do you do to me? 161

Stupid boy 162

Marky Mark is not Infl uential 163

Why one-to-one is wrong 164

Charidee, my friends 165

Relation-canoes 165

Relationshi

4: Key Principle No. 1: Interaction 115

At the market 117

At the urinal 118

In the lecture theatre 121

Complexity vs. complicated 122

Complexity as a way of seeing the world 123

Interactive animals 124

Interactive humans 125

Back to the football 126

Learning from the Mexican wave 127

At the offi ce 128

Meanwhile, somewhere in Aberdeen 129

Summary so far 130

Every day, every day, in every way . . . 130

Cri

3: 'I' vs. 'Us' 85

Yes we can 87

Travelling for real 89

Beware Greeks 91

Ubuntu 92

Peace and reconciliation 93

Wo die Zitronen blühn 95

Studying consumer tribal behaviour 97

Beyond marketing 97

Far from the madding crowds 98

The politics of 'I' 100

The collective mind 100

No such thing as society 102

Is the rest of the world so wrong? 102

'I' ideology 103

How social psychology got individualized 104

'I

2: The Illusion of 'I' 59

Pepper's ghost 62

What does Pepper's ghost tell us? 63

I woke up this morning . . . 64

What it is – oh, I forgot 65

Eternal sunshine and spotless minds 66

False memories 66

Monkey see 68

Lazy minds 69

Don't think too hard 71

Retelling the story 72

The big when 73

The illusion of consciousness 75

Depression and the distorted self 78

Treatments 79

Summary of this chapter 81

Iss

1: The Super-Social Ape 21

Tea and kindness 23

Advertising works 24

Even more advertising works 25

We want to be together 26

Say what you see 28

A we-species 29

Are we stardust? 30

The successful ape 31

Homo or Pan? 32

When I grow up 33

Primates are social 34

Why the naked ape? 35

Sexuality 36

The infant ape 36

So why naked then? 39

The brain of a social ape par excellence 39

How others shape us 41

How we mak

Table of Contents

Dedication v

About the Author xvi

Foreword by Russell Davies xvii

Notes on Paperback edition xxi

Introduction 1

At the 'cellotaph' 1

Ghostbikes 4

So how are we to explain this kind of thing? 4

Bigger boys made me do it 5

A book about mass behaviour 7

Mass behaviour is hard to change 7

Bad theory, bad plan. Better theory? Better plan? 9

Old news? 10

I and the other 10

Market research and m

Description

"...fascinating. Like Malcolm Gladwell on speed."
—THE GUARDIAN

"HERD is a rare thing: a book that transforms the reader's perception of how the world works".
—Matthew D'Ancona, THE SPECTATOR

"This book is a must. Once you have read it you will understand why Mark Earls is regarded as a marketing guru."
—Daniel Finkelstein, THE TIMES

This

這是「有意義的行銷」的整個理論介紹。作者 Bob Gilbreath出身 P&G，曾是相當受到肯定的品牌經理，後來離開致力推廣「有意義的行銷」。

這本書是我自己很喜歡而去買版權並且翻譯出版。因為一直很忙都沒時間推廣，這本書的原作者群是當今數位時代最重要的一群廣告創意人。他們每年都輪流在

最近剛剛開始看這本奇書：

作者的筆法有點複雜，常常有些句子我看好幾次才看懂。概念也，不很簡單。不過我覺得本書中的概念在最近的將來就會很重要。所以來試著說明一下：

一般的行銷的效果其實都是猜測。我們覺得行銷（廣告、直效、郵件，etc.）有效，是因為「有做有反應」（其實比較像

一直有人問「要讀什麼書？」，或是演講前要我開書單，那我就來開個書單吧！最近覺得很重要的書，我自己讀過而且演講時會用到內容的，因為最近其實很忙所以介紹先非常簡單的寫：

Herd: How to Change Mass Behaviour by Harnessing Our True Nature

講群眾行為的書。作者 Mark Earls 他出身廣告業

一、 演講時間:104年5月7日 0900-1200

二、 演講地點:崑山會議廳

三、 演講流程:

四、 講師簡介

小魚廣告網工作室

負責人：賴治怡