Bentley, Alex
Earls, Mark
2008
Forget influentials, herd-like copying is how brands spread

They argue that marketing has to be remodelled entirely:

1. Pull not push: Don’t try to push people into doing something, but encourage/strengthen already existing natural pull mechanisms that spread ideas and behaviour.
2. Understanding the tides: Understand what’s going on and go with the flow, don’t try to work against it.
3. Understanding the landscape: Understand who you’re dealing with, who do you want to address?
4. Lighting lots of fires: You can’t do only one thing and expect it to be the right one, do many things and hope one or more will work out.