David Meerman Scott - Marketing lessons from the Grateful Dead: what every business can learn from the most iconic band in history

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Table of Contents

WILEY END USER LICENSE AGREEMENT

Go to www.wiley.com/go/eula to access Wiley's ebook EULA.

Praise forMarketing Lessons from the Grateful Dead

Scott and Halligan have written one of the most inspired, practical, and unconventional books on the business bookshelf. Want to develop a cult-like following, establish a new category, and do what you love? Scott and Halligancalling upon their innate marketing savvy and inspired by their passion for the Grateful Deadshow you how.

Marc Benioff, Chairman and CEO,
Salesforce.com

Demand everything. Expect nothing.

Bill Kreutzmann, cofounder and drummer,
the Grateful Dead

I miss Jerry. And I wonder... is your brand iconic? Why not? Hint: It has nothing whatsoever to do with hemp brownies. Becoming iconic is a choice.

Seth Godin, author of Linchpin; blogger;
Deadhead

For years, business theorists and corporate strategists have pointed to the Deads example for insights into perennial issues and emerging challenges. Scott and Halligan focus on one key factor in the bands extraordinary artistic and business successtheir iconic and enduring identity, not just as a band but as a brand. The authors real appreciation for the Dead phenomenon, and their compelling and creative analyses of the Deads marketing acumen, make this thought-provoking survey mandatory reading.

Nicholas Meriwether, Grateful Dead Archivist,
University of California, Santa Cruz,
and author of All Graceful Instruments:
The Contexts of the Grateful Dead Phenomenon and
Dead Letters: Essays on the Grateful Dead

Jerry Garcia and his band were brilliant marketers. They understood that you grow your fan base one fan at a time, and they constantly came up with things to energize their base while continuing to build it. As committed fans and talented marketing pros, Brian and David have created a book that is both entertaining and informative.

Jim Irsay, Owner and CEO, Indianapolis
Colts and owner of Jerry Garcias
guitar, Tiger

David and Brian share my deep passion for music and its inspiration in our everyday lives. In Marketing Lessons from the Grateful Dead, they combine their marketing expertise with a zeal for one of the most successful and iconic bands of all time. They mold two subjects that are seemingly poles apart into one breakthrough book that is as entertaining as it is enlightening.

Del Breckenfeld, Director, Entertainment Marketing,
Fender Musical Instruments Corp. and
author of The Cool Factor: Building
Your Brands Image Through
Partnership Marketing

Marketing Lessons from the Grateful Dead explores the phenomenon created by the Grateful Dead showcasing the extraordinary power of music and the innovations the Dead developed to connect and bond with their audience.

Michael Lang, Co-Creator and Producer of
the 1969 Woodstock Music & Art Festival
and author of The Road to Woodstock

Also by the authors

Also by Brian Halligan

Inbound Marketing: Get Found Using Google, Social Media, and Blogs (with Dharmesh Shah)

Also by David Meerman Scott

The New Rules of Marketing & PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly

World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories

Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs (with Craig Stull and Phil Myers)

Cashing In with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

Eyeball Wars: A Novel of Dot-Com Intrigue

The Grateful Dead was always known for generosity and the performance of numerous benefit concerts.

In this spirit, the authors are donating 25 percent of the royalties from this book to the Grateful Dead Archive at the University of California, Santa Cruz, to support further study of the Grateful Dead.

The Grateful Dead Archive represents one of the most significant popular cultural collections of the twentieth century. It documents the Deads incredible creative activity and influence in contemporary music history from 1965 to 1995, including the phenomenon of the Deadheads, the bands extensive network of devoted fans, and the bands highly unusual and successful music business ventures.

www.gratefuldeadarchive.org

Foreword

More than 45 years ago a bunch of young guys in the San Francisco Bay Area, living in their cars and on tomato soup made from tap water and ketchup packages lifted from fast-food restaurants, had a dream and vision of driving the train that would change our world on so many fronts.

That band of merry pranksters ultimately became the Grateful Dead. They have changed the way we live and thinkin ways we dont even know. But of all the lasting impact that they have bestowed upon us, who would have ever thought that it would be their business and marketing models that would today be the envy of the culture that they all fought so hard to change.

And now a couple of young scientists, economists and historians, true new-age Cosmic CharliesBrian Halligan and David Meerman Scotthave help on the way. They have come up with a fascinating story of how the Grateful Deads counter-intuitive ways of doing business are really best business practices that work for everyone.

Brian and Davids newest book, Marketing Lessons from the Grateful Dead, is like a powerful, hard-charging anthem that fills in so many blanks while closing the circle of life all around us. Like the Grateful Dead, Brian and David are transformational visionaries with a keen eye for the second set.

Their ability to synthesize the core values, beliefs, and best practices of the Grateful Dead are captured brilliantly in a thoroughly enjoyable and readily applicable package that is like the release of the bands next albumeagerly anticipated by all.

Like other daring visionaries, the Grateful Dead rejected conventional wisdom. They had a willingness and confidence to take a chance on something new and different. They cut themselves loose from their fear of failure and the unknown. They worked and they played on the edge, and did both loud, fast, and free of traditional constraints.

Their passion, creative spirit, imaginative soul, and industrious commitment to promote truth, fairness, justice, and the Grateful Dead way led them through the evolutionary transition where they went from playing for silver to playing for life. This book tells you how to make that transition for your own career.

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