Mark Ramsey’s got a great interview on his blog, with audio, featuring Richard Laermer, author of “Punk Marketing: Get Off Your Ass and Join the Revolution”
From the interview:
Richard, what led you to “Punk Marketing”?
We asked why it is that everybody we know in marketing is unhappy. Well, maybe it’s because they’re just doing what they’re told to do rather than what works. So we put together this book which is a manifesto on everything you should be doing to realize that the customers are in control, that basically “anything goes” in marketing if it knocks customers off balance and engages them.
As a marketer, you must break through the clutter, and if you do it well and bring creativity into it and you don’t just scream out at who you’re selling to, then you can actually win.
Definitely listen to the audio – he’s does a wonderful job explaining how the customer has come to own the brand.