Austin’s book gets another great review!
“Whether the reader accepts or condemns McGhie’s contention that the model of one-way persuasion is obsolete, the heightened significance of customer word-of-mouth reaction, or its electronic counterpart, seems unassailable. The customer, not the marketer, controls the brand in the brave new world of viral marketing.”
Check out the full review on Publishers Weekly here.
Read all about Austin’s book, Brand is a Four Letter Word and pick it up here.
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This week in FastCompany our head of Strategy, Austin McGhie reveals how convention can be on your brand’s side.
“In my experience, creative ideas are easy to come by and linear strategic ideas are the all-too-common, safe fallback. Meanwhile, ideas that deliver the strategy in a highly creative, intriguing way are few and far between–and all the more valuable because of their rarity.
Again, your task is to create innovative and fresh ways to punch the edges of that box from the inside out. Hit those edges hard. This is the only way to make that box bigger, the only way to actually change its shape. After all, who says it needs to be a box in the first place?”
