In the March 2010 issue of The Atlantic magazine, author Joshua Green puts together a commendable argument for the why the Grateful Dead was more a well-managed brand than a doped-up, roving band of musical nomads.
The article, "Management Secrets of the Grateful Dead," explains that giving away a product for free creates greater brand loyalty and demand than trying to make it an exclusive commodity. It further posits that when the University of California at Santa Cruz "Grateful Dead Archive" is opened "the biggest beneficiaries may prove to be business scholars and management theorists, who are discovering that the Dead were visionary geniuses in the way they created 'customer value,' promoted social networking, and did strategic business planning."Read Brand channel blog here
Read 'The Atlantic' article here
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