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Hear This: Gonzo Marketing

John Federico

Christopher Locke (a.k.a. "Rageboy") is an interesting, outspoken fellow and one of the creators of the "Cluetrain Manifesto" which caused quite a stir upon its birth.

Stemming from the manifesto came a book of the same name (which I'm listening to now) and from that comes Locke's book, "Gonzo Marketing". Gonzo Marketing delves more deeply into the concept of helping corporations acquire what he and his manifesto-writing brethren refer to as "Voice".

Voice is about the unfiltered tone, manner and humanity of individual conversations happening on the Internet and the participants within them. He insists that corporations don't have "Voice" as they are faceless, soulless, non-human entities. For the most part, he's right.

He postulates on ways for corporations to acquire Voice, but also ways for them to exercise their Voice in relevant communities of interest on the Internet, and how this participation contributes to their bottom line. He also delves into the financial aspects of this community participation through a not-so-traditional model of "underwriting."

It's a short (2.5 hour) audiobook and well-worth the mind expansion. It's also available as a book.