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Why People Share Stories about Brands

We recently reread Adam Morgan’s classic Eating the Big Fish: How Challenger Brands can Compete against Brand Leaders. First published in 2000, Big Fish was ahead of its time. Eleven years ago, there was no Google, no iPod, no YouTube, no Facebook. Yet, Morgan spoke in brave new terms about taking on the market leader with unconventional, mind-share-grabbing techniques – like viral marketing.
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So You Wanna Be a Copywriter…

Long before blogs, before desktop publishing, before offset printing, before movable type… we communicated through manuscripts and scrolls. Back then, writing mattered. Authors were philosophers, historians, poets and scholars. Today, not so much.
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