Contagious Commandments
Described as ‘a must-read for the modern marketer’, this book explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas
The Contagious Commandments
Described as ‘a must-read for the modern marketer’, this book explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas

Ten Steps to Brand Bravery /
Since our inception in 2004, Contagious has always identified and interrogated the world’s most exceptional creative brands, ideas and trends. In The Contagious Commandments, our co-founder Paul Kemp-Robertson and principal strategist Chris Barth condense over a decade’s-worth of insights and learnings into 10 strategic takeaways that anyone working in the industry must know about.
They also explain how each of these can be applied to brands today - and give readers an insight into how to create their own marketing revolution.

Ask Heretical Questions /
When was the last time you asked questions about the fundamental nature of your organisation? Brave marketers champion awkwardness and embrace dissent. They question and question and question until they get to the true heart of an issue. And, perhaps most importantly, they empower others in their company to do the same.

Have an Organising Principle /
Figure out why your business exists – both for you and for the people you serve. Don’t get distracted by short- termism and faddish trends. Your organising principle should be a clear manifestation of your company’s reason for being, the central tent pole on which the very fabric of your company hangs.

Align with Behaviour /
Resist the urge to reinvent the wheel or build a walled garden far away from where consumers actually operate. Instead, collaborate. Identify existing patterns and behaviours and figure out how your brand can build on them, rather than distracting from them.

Be Useful, Relevant & Entertaining /
The original Contagious Commandment, circa 2005. Fundamental, but somehow still often overlooked. If you’re asking someone to invest time and energy into the content, services, and experience your brand offers, you’d better be sure what you’re giving back has value.

Weaponise Your Audience /
Turn people into media. Leverage their voices to shout you out from the mountain tops. Your audience is powerful and vocal – invite them to influence your brand’s direction and behaviour, and give them tools and assets to spread the word about what you’re up to.