Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History

"The origins of the book are not in the field of cultural economics. However, it raises some very interesting issues about the area and also of the general relationships between the disciplines of marketing and economics, even perhaps about the nature of American culture." (Journal of cultural economics 2015)

"For years, business theorists and corporate strategists have pointed to the Dead's example for insights into perennial issues and emerging challenges. Scott and Halligan focus on one key factor in the band's extraordinary artistic and business success—their iconic and enduring identity, not just as a band but as a brand. The authors' real appreciation for the Dead phenomenon, and their compelling and creative analyses of the Dead's marketing acumen, make this thought-provoking survey mandatory reading."
—Nicholas Meriwether, Grateful Dead Archivist, UC Santa Cruz, and author, All Graceful Instruments: The Contexts of the Grateful Dead Phenomenon and Dead Letters: Essays on the Grateful Dead.

"Demand everything. Expect nothing."
—Bill Kreutzmann, co-founder and drummer, The Grateful Dead

"David and Brian share my deep passion for music and its inspiration in our everyday lives. In Marketing Lessons from the Grateful Dead, they combine their marketing expertise with a zeal for one of the most successful and iconic bands of all time. They mold two subjects that are seemingly poles apart into one breakthrough book that is as entertaining as it is enlightening."
—Del Breckenfeld, Director, Entertainment Marketing, Fender Musical Instruments Corp. & author of The Cool Factor: Building Your Brand’s Image Through Partnership Marketing

"Marketing Lessons from the Grateful Dead explores the phenomenon created by the Grateful Dead showcasing the extraordinary power of music and the innovations the Dead developed to connect and bond with their audience."
—Michael Lang, co-creator & Producer of the 1969 Woodstock Music & Art Festival and author The Road to Woodstock

"Halligan and Scott have written one of the most inspired, practical, and unconventional books on the business bookshelf. Want to develop a cult-like following, establish a new category, and do what you love? Scott and Halligan—calling upon their innate marketing savvy and inspired by their passion for the Grateful Dead—show you how."
—Marc Benioff; Chairman & CEO, salesforce.com

"Jerry Garcia and his band were brilliant marketers. They understood that you grow your fan base one fan at a time and they constantly came up with things to energize their base while continuing to build it. As committed fans and talented marketing pros, Brian and David have created a book that is both entertaining and informative."
—Jim Irsay, Owner and CEO, Indianapolis Colts and owner of Jerry Garcia's guitar, Tiger

"Being a 20-year member of the Grateful Dead's extended family, it's safe to say that we never felt like we were being marketed to in any way. The Dead treated us right by reaching out to us and keeping us in the know. Brian Halligan and David Meerman Scott's book Marketing Lessons from the Grateful Dead is an eye opener with keen observations. Who would have thought so many years ago that there was any plan in place at all?"
—Ken Hays, Big Boss Man, Gathering of the Vibes

"...a well-written and sprightly little book. If you learn these lessons, you will have a better company and you will have a better life..."
—Geoff Travis, Management Today