How to ‘Truck’ the Brand – Lessons from the Grateful Dead

Sound marketing principles from an unlikely source, the Grateful Dead rock group. Jerry Garcia and his fellow musicians emerged from the non-materialistic counterculture of the 1960’s to create an exceptionally strong and lucrative brand name that has stood the test of time, and even Mr. Garcia’s death in 1995. The basis of the Grateful Dead brand was the group’s sustained personal relationship with its customers, derived from an unusual dedication to playing its distinctive and improvisational music at live performances.

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