Alex Wipperfurth

About the author

Alex Wipperfurth is a partner at Plan B, a marketing consultancy firm in San Francisco. Plan B specializes in grassroots marketing to build buzz and a cult following for brands like Pabst, Napster, Dr. Martens without expensive advertising.

Wipperfurth advocates letting the market shape brand meaning through customer collaboration instead of focus groups. He outlines 10 principles for "marketing without marketing" including helping passionate customers spread the word.