The Contagious Commandments: Ten Steps to Bravery (Paperback)
Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. In The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into 10 strategic takeaways for your own marketing revolution. Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more,The Contagious Commandments explores how companies fuse creativity, technology and behavioral psychology to achieve truly original marketing ideas that have a positive impact on society and profits—and how your brand can too.
About the Author
Paul Kemp-Robertson co-founded the creative and strategic intelligence resource, Contagious, in 2004. Previously, he was part of the launch team behind the marketing creativity magazine Shots, and was later Leo Burnett's worldwide director of creative resources. Paul has written for Business 2.0 and the Guardian, and his TEDGlobal talk on alternative currencies has been viewed over one million times. Chris Barth is a senior strategist at Contagious, where he oversees a wide variety of projects for brands and agencies in North America. Chris formerly worked as a staff writer at Forbes, where he produced Steve Forbes' Intelligent Investing interview series. He has also been a freelancer at Rolling Stone, an editorial producer at Major League Baseball Advanced Media, and a consultant at Arcadia Solutions. He lives in Minneapolis.
This is the top of the list of any branding book I've read in the past 10 years. It's specific, prescriptive, actionable, and above all, opinionated in all the right ways. Simply love these commandments! —Marc Landsberg Founder & CEO of Social Deviant in Chicago
Few have had their finger on the pulse of marketing in this brave new landscape quite like Paul Kemp-Robertson and the team at Contagious. —Mark Tutssel Executive Chairman & CCO, Leo Burnett Worldwide
If you work in marketing, or if you're simply fascinated by the effect creative ideas can have, this book is a must-read. Full of the most compelling and disruptive ideas, it offers a practical framework to ignite exceptional ideas. —Stephan Loerke CEO, World Federation of Advertisers
A must read for the modern marketer. —Fernando Machado CMO, Burger King
Contagious are world-class in their ability to create communications that capture the imagination of your consumers and in this invaluable book, they teach you how. —Ian Wilson Senior Director of Global Digital Marketing Development, Heineken
A brilliant riposte to those who believe that all modern advertising is soulless, mechanical and computerised. —Rick Webb COO of TimeHop, co-founder of The Barbarian Group, author of Agency: Starting a Creative Firm in the Age of Digital Marketing
In this world of ever louder and more irrelevant marketing crap, TheContagious Commandments is a clear, practical and compelling guide to creating brilliant campaigns that really stand out and get people to engage. This is one bug you have to catch. —Alain Groenendaal President & CEO, Grey Group Europe
Enthusiasm can be infectious. In a world which questions the relevance of advertising, here is the bible for brands built in a more modern age. This fantastic book details the most enthusiastic communications campaigns; ones where consumers, fans and punters jump for joy and share with glee. Don't leave home (for work) without it. —James Kirkham Head of Copa 90
A wonderful journey across the ages, from branded prostitute's sandals in ancient Greece, to instagrammable Ice Cream museums, The Contagious Commandments is romp through the very best ideas that have simultaneously created excitement for punters, and growth for the businesses that backed them - an indispensable read. —Jon Wilkins Executive Chairman, Karmaramaa