The Grateful Dead and Strategic Campaigning Guideline No. 2

In his book Brand Like A Rock Star Steve Jones explains how The Grateful Dead not only invented a marketing approach that anticipated decades ago what many only start to learn today with the rise of social media. He also points out how important for their success it was to break the industry’s rules and create their own, which in fact is just another interpretation of Strategic Campaigning Guideline No. 2 („control the agenda“)

Love their music or not, you can’t deny the visionary brilliance of the Grateful Dead. And for much of what they did, the experts at the time mocked them:

  • Fans recording concerts? Insane.
  • Database marketing? Hardly worth the trouble.
  • Social causes? That’s for politicians.
  • Intellectual rights? The record company gets those.

Rock star brands don’t always play by everyone else’s rules. They do things differently. They understand what matters to their fans and reflect that in how they do business. Rock star brands don’t look to the past or to the crowd to see what they should do next; they set their own course for the future. They are revolutionary. When you embark on something revolutionary, you won’t have any shortage of people telling you that you are wrong. When you draw your, own road map, you risk getting lost. You don’t have the same GPS that others have. Yet by drawing your own road map, you might discover places and routes that others have never seen before. You might just find a new way to do things that will change the world. Only those willing to take the risk, as the Grateful Dead did, will ever know the rewards.

I couldn’t say it any better. If he wants to be successful a campaigner will never accept rules that keep him from being so. He will change them.

Campaigning Seminar 2013 – erfolgreich Kampagnen planen und umsetzen

„Breaking The Rules“ (AC/DC)

Black sheep and a renegade
Hot feet in the cool of the shade
The street jungle and the tough childhoods
Examinations done no good
Got crow bars and hot wired cars
Sneak thieves and cheap cigars
No rebellion not today
I get my kicks in my own way
Right ok
Just keep on breakin‘ the rules
C’mon get ready to rule
Just keep on breakin‘ the rules
C’mon get ready to rule

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