Future² Innovation

David Meerman Scott is an internationally acclaimed business strategist, entrepreneur, advisor to emerging companies, and public speaker. He is the Wall Street Journal bestselling author of ten previous books, including The New Rules of Marketing & PR, Marketing Lessons from the Grateful Dead, and The New Rules of Sales & Service. His latest books, Fanocracy: Turning Fans into Customers and Customers into Fans, unpacks how some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear. They embody the most powerful marketing force in the world: die-hard fans. The book has been endorsed by the likes of Seth Godin and its foreword was written by Tony Robbins. We discussed: The difference between a fan and a customer How neuroscience plays a significant role when it comes to turning people into fans How to build your tribe, even if you’re a completely virtual company We explore examples of fandom ranging from companies such as Me Un