Mark Earls 
Herd [PDF ebook] 
How to Change Mass Behaviour by Harnessing Our True Nature

Dedication.
Foreword by Russell Davies.
Acknowledgements.
Introduction.
Part One: A 'We-Species’ with an illusion of’I’.
1: The Super-Social Ape.
2: The Illusion of 'I’.
3: 'I’ vs. 'Us’.
Part Two: The Seven Principles of Herd Marketing.
4: Key Principle No. 1: Interaction.
5: Key Principle No. 2: Infl uence.
6: Key Principle No. 3: Us-Talk.
7: Key Principle No. 4: Just Believe.
8: Key Principle No. 5: (Re-)Light the Fire.
9: Key Principle No. 6: Co-Creativity.
10: Key Principle No. 7: Letting Go.
Part Three: Making Sense of the Herd.
11: Conclusions.
Postscript.
And it’s goodnight from him . . . .
Endnotes.
Index.

Mark Earls is one of the leading thinkers about brands,
marketing and mass behaviour.
He has held senior positions in some of the largest and most
influential communications companies in the world – his last
job was as chair of Ogilvy’s Global Planning Council, prior
to which he was Planning Director at the revolutionary St.
Luke’s Communications in London.
His written work has regularly won awards from his peers and is
considered by many to be amongst the most influential being written
about consumer and mass behaviour today. His first book, Welcome
to the Creative Age, was widely read and discussed and has been
translated into several languages. HERD has received recognition
and praise in a number of fields and Mark has travelled extensively
to talk about HERD with audiences drawn from both the business and
the public sector.
Mark lives in North London but would rather be watching cricket
or fishing, ideally somewhere sunny.