The Tipping Point- Case Study

The image below is using Mind Mapping again to analyse a section of The tipping Point in more depth.
I chose to look at a section on the Airwalk Shoe company's success in conquering the mainstream shoe market .

 Referencing for Mind Map.

Bruce Ryan and Neal Gross (1943). The Diffusion of Hybrid Seed Corn in Two Iowa Communities. New York: Free Press. 15-24.

Geoffrey Moore (1991). Crossing the Chasm. New York: HarperCollins.

Gordon Allport and Leo Postman (1947). The Psychology of Rumour. New York: Henry Holt. 135-158.

Thomas Valente Robert K. Foreman and Benjamin Junge,"Satellite Exchange in the Baltimore Needle Exchange Program",in press.

Donald H Rubinstein (1995). Love and Suffering: Adolescent Socialization and Suicide in Micronesia. .: Contemporary Pacific. 21-53.

David Phillips (1974). American Sociological Review. 340-354.

V. R Ashton and S. Donnan (1981). psychological Medicine, 735-739.

Norman Kreitman, Peter Smith, and Eng-Seong Tan (1970). British Journal of Psychiatry, 465-473.


What interested me in this section of the book was the tecniques that the advertising company Airwalk hired - Lambesis, used to 'tip' Airwalk and its image from a small boutique company into a 175 million a year business.
One of the campaigns Lambesis ran included a collection of striking images that were connected in some way to a current trend in youth culture.

 The image above, a monk cheating in an exam, reading notes of the side of his shoe was successful as it tied in with an interest that youth culture had with Tibet at the time it was designed.