Forget influentials, herd-like copying is how brands spread
Dr Alex Bentley and Mark Earls
Rather than focus on the motivations of individual consumers – the 'needs' that classical marketing approaches encourage us to identify and satisfy – more...
Forget influentials, herd-like copying is how brands spread
Traditionally, marketing focuses on individual needs and motivations. This article, however argues that humans are social animals, and learn and adapt by copying others.
