The 2020 Porchlight Business Book of the Year is here!

Fanocracy: Turning Fans Into Customers and Customers Into Fans

David Meerman Scott, Reiko Scott, Tony Robbins

From the bestselling author of New Rules of Marketing & PR , a bold guide to converting customer passion into marketing power. How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear.

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$27.00


Book Information

Publisher: Portfolio
Publish Date: 01/07/2020
Pages: 304
ISBN-13: 9780593084007
ISBN-10: 0593084004
Language: English

What We're Saying

December 29, 2020

We will be announcing the overall winner of the 2020 Porchlight Business Book Awards on January 14. Until then, we are taking a look back at the books in contention for the award. Today, we have the books in the Marketing & Sales category, and a look inside the one we chose as the best among them. READ FULL DESCRIPTION

December 03, 2020

These are the 40 books we found represent the year best in one way or another. They help us make sense of the challenges 2020 has presented us with, understand the depths of the existing cracks it has exposed in our society, and offer solutions to solve the many truly monumental challenges we face—together. READ FULL DESCRIPTION

January 09, 2020

"The most powerful marketing force in the world isn’t social media, email blasts, search ads, or even those 15 second commercials before a YouTube video. It’s fandom." READ FULL DESCRIPTION

Full Description

From the bestselling author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power.

How do 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.

In this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers' ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including:

  • MeUndies, the subscription company that's revolutionizing underwear
  • HeadCount, the nonprofit that registers voters at music concerts
  • Grain Surfboards, the board-building studio that willingly reveals its trade secrets with customers
  • Hagerty, the classic-car insurance provider with over 600,000 premier club members
  • HubSpot, the software company that draws 25,000 attendees to its annual conference

For anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.

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