The Nature of Marketing: marketing to the swarm as well as the herd.

Today’s digital world, where a small number of people — sometimes even just one — can quickly become the voice of one-hundred, one-thousand, or one-million and more, is profoundly impacting marketing and requiring that brands increasingly tap into and build social communities.

Chuck Brymer’s The Nature of Marketing puts trends like social networks and Web 2.0 in a larger and more timeless context. As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community online and offline and get people talking about and helping to expand upon the brand message and experience.

Through extensive case studies, The Nature of Marketing explores the difference between traditional herd and swarm marketing, and how companies can benefit from understanding and embracing the difference. This innovative step by step guide discusses how our society is entering an age of reference, not deference, and how speed is becoming the new “big”. It then clearly explains how to leverage these insights by using the principles of conviction, collaboration and creativity.

From these insights, readers learn that swarms are fueled by the connectivity of a social networking generation, but follow principles of behavior that biologists have observed in animals and people since the dawn of time — principles that will fundamentally change the practice of marketing

Chuck Brymer is President and CEO of DDB Worldwide Communications Group Inc. Formerly the head of InterbrandGroup, Brymer is one of the foremost experts on brands and has written and lectured extensively on the subject of brands, corporate identity, advertising and brand valuation. Both DDB and Interbrand are part of Omnicom Group Inc. (NYSE: OMC), the world’s leading global marketing and corporate communications company. Brymer also is an advisor to the U.S. State Department to enhance the image of the United States internationally.