1. Chapter 9
Bring People On An Odyssey
Alyssa Tierney
Taylor Linderman

2. "The Grateful Dead let their audience
define the Grateful Dead experience. They
made fans an equal partner in a mutual
journey"

3. - Renews ties to people who would not see one
another under normal circumstance
- Creates ties between people that wouldn't
normally exist

4. Used newsletters that included band updates, concerts,
events and even personal information about band members
like wedding announcements.

5. "Communities define who we are.
Companies cannot force a mindset
on their customers"

6. Questions:
Are there any communities or companies today that
are equivalent to being a deadhead in today’s society?
In your opinion is it ever worth fighting for control
of your marketing message, or should you accept
the brand customers are creating if it leads to
sales? Why?

7. Sources:
• Marketing Lessons from the Grateful Dead,
Scott and Halligan