Rob Grant picks the remarkably busy brain of marketing guru Mark Earls, about how to build brands through the love of the crowd, with ideas you’ve basically copied from others.
Widely known for his 2007 book, Herd, Mark Earls is a thought-leading writer, speaker and consultant on a mission to change the way marketers think. He passionately espouses an approach to brand-building that focuses on the group rather than the self. It flies in the face of Western thinking, yet the evidence for this approach is undeniable, both from reams of academic studies and as demonstrated by countless successful brands. Earls has an uncanny ability to recount them at will...
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.