The most powerful force in global marketing is not social media, email campaigns or targeting, or even the fifteen-second adverts before every YouTube video. No, the magic ingredient is fandom.

David Mirman Scott and his daughter Reiko are very different. One of them is a business strategist from the baby boomer generation, the other is a millennial studying medicine, but they have noticed that the enthusiasm that was ignited in them by extraordinary phenomena like the Grateful Dead (for David) and Harry Potter (for Reiko) is now being sparked by a wide variety of companies and organisations. So they pooled their knowledge and efforts to explore this life-changing question: How do certain brands, even in seemingly boring industries like car insurance or enterprise software, manage to surround themselves with not just customers, but passionate fans?

Book 2. Zeconomics. How Generation Z is changing the future of business

Zonomics is the most comprehensive guide to interacting with Generation Z youth. In this book, you will understand how leaders should adapt their sales, marketing, product, growth, hiring, and human resources strategies to claim the loyalty and purchasing power of this influential and important generation of consumers, workers, and trendsetters.

Generation Z is changing everything. The businesses we're used to are largely not suited to selling or promoting products in the way Generation Z is used to buying. Companies usually do not recruit new employees where Generation Z is looking for work, and HR managers who are 20 years older do not always understand what this generation needs and expects from employers and senior colleagues. We all need this new knowledge today, as Generation Z is growing up to become the fastest growing labour market share and consumer group.

Companies that quickly understand the characteristics of Generation Z, adapt and manage to gain its loyalty will lead their industries for the next 15 to 20 years. Those that fail to adapt will inevitably die out. This book is a practical and grounded in experience and more than 60 specialised studies guide to understanding and organically incorporating the new generation into all aspects of your business.