Nature of Marketing
We live in a digital world where a small number of people – sometimes even one person – can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence on marketing and the need that brands have to tap into and build social communities. The Nature of Marketing is a unique perspective on how the connectivity and speed of digitally linked communities are replacing the rules of marketing with principles that are fundamentally different from anything before.
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| Author Interview Author Bio Book Excerpt Fact Sheet Case Stories Videos Editorial Coverage 
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Interview with Chuck Brymer
In the Frequently Asked Questions, Chuck covers the unique premise of his book. The questions probe the concept of swarm marketing, how the title was inspired by the nature of consumer behavior, why the future of marketing depends on engaging communities around your brand and how the book will fundamentally change your view on marketing.
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CHUCK BRYMER is President and CEO of DDB Worldwide, one of the largest and most awarded advertising and marketing agencies in the world. Formerly the head of Interbrand Group, Chuck is one of the foremost experts on brands and marketing and has worked for many of the world’s most well-known and successful companies.
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We are pleased to provide the Table of Contents and the first chapter of The Nature of Marketing. This is a great introduction for you to gain a sense of how social networking and Web 2.0 are influencing how we communicate and market.
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The Fact Sheet provides a detailed overview on The Nature of Marketing and its author, Chuck Brymer.
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The Nature of Marketing uses extensive case studies to explore the power of engaging influential consumer swarms. Four marketing cases from the book are provided here, each demonstrating how we have moved from monologue to dialogue in marketing communications and how we now need to connect with critical communities that builds loyal advocates whose influence exponentially expands a brand’s impact.
Brastemp: 'B Side campaign' case study
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Bud Light: Swear Jar case study
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Clorox: Dame Chocolate case study
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Philips Norelco: Bodygroomer case study
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The principles of swarm marketing are based on engaging the voices that most influence their respective communities. Chuck Brymer speaks about swarm marketing, digital communities and influence in these three videos, part of his presentation to the ANA Annual Conference, Masters of Marketing in 2007.
Q&A with Chuck Brymer on Swarm Theory
Chuck Brymer on Digital Communities
Chuck Brymer on Influence
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The marketing community continues to respond to the content and concepts outlined in The Nature of Marketing. Below are links to comments from recognized voices within the industry.
On the PC, right-click the link and select "Open link in new window"
On the Mac, command-click to open the link in a new window
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