"...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 paperback version of Mark Earls' groundbreaking and award winning book comes updated with new stats and figures and provides two completely revised chapters that deal with the rise of social networking. Since the Enlightenment there has been a very simple…mehr
"...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 paperback version of Mark Earls' groundbreaking and award winning book comes updated with new stats and figures and provides two completely revised chapters that deal with the rise of social networking. Since the Enlightenment there has been a very simple but widely held assumption that we are a species of thinking individuals and human behaviour is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioural and neuroscientists suggests that our species is designed as a herd or group animal. Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behaviour, with a result that necessitates a complete rethink about these subjects. HERD provides a host of unusual examples and anecdotes to open the mind of the business reader, from Peter Kay to Desmond Tutu, Apple to UK Sexual Health programmes, George Bush to Castle Lager, from autism to depression to the real explanation for the placebo effect in pharmaceutical testing.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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 London. His written work has regularly won awards from his peers and is considered by many to be amongst the most influential being written about consumer and mass behaviour today. His first book, Welcome to the Creative Age, was widely read and discussed and has been translated into several languages. HERD has received recognition and praise in a number of fields and Mark has travelled extensively to talk about HERD with audiences drawn from both the business and the public sector. Mark lives in North London but would rather be watching cricket or fishing, ideally somewhere sunny.
Inhaltsangabe
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 me 11 We're all individuals - I'm not 12 Understanding the how not just the what? 13 What the book will cover 14 How to use this book 17 Part One: A 'We-Species' with an illusion of 'I' 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 make each other unhappy 42 The social brain 43 The sound of the crowd 44 The empathetic ape 45 Language and stroking 46 The loneliness of autism 47 Collaboration: the keys to the kingdom 50 Self-interest and collaboration 51 Game on 51 Game over and over 52 Collaboration across the nation? 53 Learning from each other? 54 How collaboration built the world 55 Shirts - the work of many hands 56 Summary of this chapter 57 Questions to ponder 57 Questions and issues for marketers 58 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 Issues arising 82 Questions and implications for marketers 82 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' research 105 Expert opinion 106 Heroes and villains, and other individuals 108 Unhappy feet? 108 The curious tale of curious George 109 What this chapter has demonstrated 110 Some questions 111 Issues for marketers arising from this chapter 111 Part Two: The Seven Principles of Herd Marketing 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 office 128 Meanwhile, somewhere in Aberdeen 129 Summary so far 130 Every day, every day, in every way . . . 130 Crime and punishment 132 New York, New York 133 The physics of crime 135 More crime, less physics 136 Crims, saints and floaters 137 Fighting on the beaches (and in the suburbs) 139 The facts 139 Analysis 141 What to do about such riots 143 Markets and interaction 143 Behavioural markets 145 The challenge for market research 146 Issues arising 147 Implications and questions for marketing and business 147 5: Key Principle No. 2: Influence 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 Influential 163 Why one-to-one is wrong 164 Charidee, my friends 165 Relation-canoes 165 Relationships redux 166 Channel tunnel vision 167 From you to me to me and everyone I know 168 Getting over yourself 169 More influence 170 The Milgram experiment 171 Let the tapes roll 172 How good people do bad things 173 Born unequal? 175 Naturally influential? 176 Social influencers 178 Connectedness 179 Meet Lois 180 Influence and influencers 181 Researching influence 181 Learning from Decision Watch 182 The Influenced not the Influencer 184 What this chapter has shown 186 Some questions for marketing 187 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 influences on individual purchases 198 WoM Fact 2. Word of mouth is seen to be getting more and more important over time 199 WoM Fact 3. Word of mouth seems to operate in both B2B and B2C 201 WoM Fact 4. Word of mouth is a global - and not just a North American - phenomenon 202 Astroturfing 204 IWoM Redux 207 Grooming & feeling good 208 Talk and grooming 209 More grooming talk 209 How bad science changed the mind of a nation 210 Real impacts 214 What can we learn from the MMR case? 214 The conversation has already started 215 Us-talk again 217 It's not all (or even mostly) about you! 218 Paying for it 219 Talk in the real world 219 Talking about telly 220 That one number again 221 Don't Matter What You Say: the One Number Still Matters 224 What this chapter has shown 224 What's next? 225 Questions for marketing 225 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 Enron and everything after 247 A challenge - does belief pay? 247 So what does the study show? 248 You are not alone 249 Free and legal 250 A is for . . . 252 Before we go 253 1. Be who you are 254 2. What do you believe in? Find it and live it! 254 3. Act like you mean it (and don't act like you don't . . .) 256 Summary: taking a stand 257 Some questions arising for marketing 258 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 - summary so far 279 Where next? 280 How to work out what to do? 281 More behaviour thinking 282 Show, don't tell 282 Interlude: Beyond Petroleum 284 Belief in a cynical age 287 Cynics and dogs 288 Spotting cheaters 290 Conclusions 291 Questions for marketers 291 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 squeezer'? 309 Co-creativity - summary so far 309 Meetings, bloody meetings 310 Kick-off 312 At the theatre 313 Co-creative marketing attempts to change mass behaviour 314 I saw this and I thought of you 315 Using co-creativity to change internal audience mass behaviour 317 The Hawthorne effect and after 318 Co-creative innovation 319 Two types of co-creative networks 320 The Ocean's 11 dream team 321 Co-creativity and market research (1) 322 Co-creativity and market research (2) 323 Some ideas that co-creativity challenges 323 Some questions for marketing 324 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? 340 So what can you do? 342 More human physics 342 Crisis, what crisis? 343 Let them all talk 344 Talk with the talkers 347 What do they talk of? 348 And finally . . . 348 As inside, so outside 349 The end of management 349 Some questions for marketing 350 Part Three: Making Sense of the Herd 11: Conclusions 355 Life, the universe and giant aquatic reptiles 357 Seeing things differently 358 Conclusion 1: Our species is first and foremost a social one 359 Implication 1: Stop thinking and talking with words that conjure the 'I' perspective 360 Conclusion 2: Individuals are unreliable (if not largely irrelevant) witnesses 360 Implication 2: Don't ask 360 Conclusion 3: Interaction is everything; interaction is the 'big how' 361 Implication 3: Understand the how-mechanic and use it 361 Conclusion 4: C2C, not B2C 361 Implication 4: Get the system to work for you 362 Conclusion 5: MVC vs. MIC? 362 Implication 5: Rethink targeting 362 Conclusion 6: Communication is not about sending information 363 Implication 6: Communication and action 363 Conclusion 7: What people say is just the most visible influence 364 Implication 7: Make peer-to-peer interaction the real goal of all marketing (and not just WoM) 364 Conclusion 8: Be more interesting 365 Implication 8: Find your Purpose-Idea and live it 365 Conclusion 9: Co-create 365 Implication 9: Learn to be a great co-creator 366 Conclusion 10: Letting go 366 Implication 10: Rethink 'management' 366 Postscript to the Paperback edition 369 And it's goodnight from him . . . 369 Endnotes 371 Index 385
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 me 11 We're all individuals - I'm not 12 Understanding the how not just the what? 13 What the book will cover 14 How to use this book 17 Part One: A 'We-Species' with an illusion of 'I' 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 make each other unhappy 42 The social brain 43 The sound of the crowd 44 The empathetic ape 45 Language and stroking 46 The loneliness of autism 47 Collaboration: the keys to the kingdom 50 Self-interest and collaboration 51 Game on 51 Game over and over 52 Collaboration across the nation? 53 Learning from each other? 54 How collaboration built the world 55 Shirts - the work of many hands 56 Summary of this chapter 57 Questions to ponder 57 Questions and issues for marketers 58 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 Issues arising 82 Questions and implications for marketers 82 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' research 105 Expert opinion 106 Heroes and villains, and other individuals 108 Unhappy feet? 108 The curious tale of curious George 109 What this chapter has demonstrated 110 Some questions 111 Issues for marketers arising from this chapter 111 Part Two: The Seven Principles of Herd Marketing 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 office 128 Meanwhile, somewhere in Aberdeen 129 Summary so far 130 Every day, every day, in every way . . . 130 Crime and punishment 132 New York, New York 133 The physics of crime 135 More crime, less physics 136 Crims, saints and floaters 137 Fighting on the beaches (and in the suburbs) 139 The facts 139 Analysis 141 What to do about such riots 143 Markets and interaction 143 Behavioural markets 145 The challenge for market research 146 Issues arising 147 Implications and questions for marketing and business 147 5: Key Principle No. 2: Influence 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 Influential 163 Why one-to-one is wrong 164 Charidee, my friends 165 Relation-canoes 165 Relationships redux 166 Channel tunnel vision 167 From you to me to me and everyone I know 168 Getting over yourself 169 More influence 170 The Milgram experiment 171 Let the tapes roll 172 How good people do bad things 173 Born unequal? 175 Naturally influential? 176 Social influencers 178 Connectedness 179 Meet Lois 180 Influence and influencers 181 Researching influence 181 Learning from Decision Watch 182 The Influenced not the Influencer 184 What this chapter has shown 186 Some questions for marketing 187 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 influences on individual purchases 198 WoM Fact 2. Word of mouth is seen to be getting more and more important over time 199 WoM Fact 3. Word of mouth seems to operate in both B2B and B2C 201 WoM Fact 4. Word of mouth is a global - and not just a North American - phenomenon 202 Astroturfing 204 IWoM Redux 207 Grooming & feeling good 208 Talk and grooming 209 More grooming talk 209 How bad science changed the mind of a nation 210 Real impacts 214 What can we learn from the MMR case? 214 The conversation has already started 215 Us-talk again 217 It's not all (or even mostly) about you! 218 Paying for it 219 Talk in the real world 219 Talking about telly 220 That one number again 221 Don't Matter What You Say: the One Number Still Matters 224 What this chapter has shown 224 What's next? 225 Questions for marketing 225 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 Enron and everything after 247 A challenge - does belief pay? 247 So what does the study show? 248 You are not alone 249 Free and legal 250 A is for . . . 252 Before we go 253 1. Be who you are 254 2. What do you believe in? Find it and live it! 254 3. Act like you mean it (and don't act like you don't . . .) 256 Summary: taking a stand 257 Some questions arising for marketing 258 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 - summary so far 279 Where next? 280 How to work out what to do? 281 More behaviour thinking 282 Show, don't tell 282 Interlude: Beyond Petroleum 284 Belief in a cynical age 287 Cynics and dogs 288 Spotting cheaters 290 Conclusions 291 Questions for marketers 291 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 squeezer'? 309 Co-creativity - summary so far 309 Meetings, bloody meetings 310 Kick-off 312 At the theatre 313 Co-creative marketing attempts to change mass behaviour 314 I saw this and I thought of you 315 Using co-creativity to change internal audience mass behaviour 317 The Hawthorne effect and after 318 Co-creative innovation 319 Two types of co-creative networks 320 The Ocean's 11 dream team 321 Co-creativity and market research (1) 322 Co-creativity and market research (2) 323 Some ideas that co-creativity challenges 323 Some questions for marketing 324 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? 340 So what can you do? 342 More human physics 342 Crisis, what crisis? 343 Let them all talk 344 Talk with the talkers 347 What do they talk of? 348 And finally . . . 348 As inside, so outside 349 The end of management 349 Some questions for marketing 350 Part Three: Making Sense of the Herd 11: Conclusions 355 Life, the universe and giant aquatic reptiles 357 Seeing things differently 358 Conclusion 1: Our species is first and foremost a social one 359 Implication 1: Stop thinking and talking with words that conjure the 'I' perspective 360 Conclusion 2: Individuals are unreliable (if not largely irrelevant) witnesses 360 Implication 2: Don't ask 360 Conclusion 3: Interaction is everything; interaction is the 'big how' 361 Implication 3: Understand the how-mechanic and use it 361 Conclusion 4: C2C, not B2C 361 Implication 4: Get the system to work for you 362 Conclusion 5: MVC vs. MIC? 362 Implication 5: Rethink targeting 362 Conclusion 6: Communication is not about sending information 363 Implication 6: Communication and action 363 Conclusion 7: What people say is just the most visible influence 364 Implication 7: Make peer-to-peer interaction the real goal of all marketing (and not just WoM) 364 Conclusion 8: Be more interesting 365 Implication 8: Find your Purpose-Idea and live it 365 Conclusion 9: Co-create 365 Implication 9: Learn to be a great co-creator 366 Conclusion 10: Letting go 366 Implication 10: Rethink 'management' 366 Postscript to the Paperback edition 369 And it's goodnight from him . . . 369 Endnotes 371 Index 385
Rezensionen
'The PM's advisers would do well to consult the work of Mark Earls, whose book, Herd, explores the extent to which "the physics of mass behaviour" are governed by imitation more often than ideological purpose' Matthew D'Ancona, Evening Standard 'As the riots spread throughout London and the rest of the country, I grabbed for my edition of Herd to see what it held to explain behaviour such as this. Author Mark Earls talks about how people's behaviour can be influenced by a "system that is primed"' Research
Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium..." (The Guardian, March 2007)
"Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" (Gulf Business, March 2007)
"...brain-stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." (Securities and Investment Review, March 2007)
"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium..." (The Guardian, March 2007)
"Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" (Gulf Business, March 2007)
"...brain-stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." (Securities and Investment Review, March 2007)
"It will change the way you think about marketing. It will also change the way you think about yourself." (Marketing Direct, November 2007)
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