Published Books

Graham Brown, Author of the Following Books on customer experience, digital anthropology and mobile culture


The Mobile Youth: Voices of the Mobile Generation
by Graham Brown

A must for all digital anthropologists and fans of tech culture

1 billion youth worldwide now own a mobile phone. Every single one of them has a story to tell. Author Graham Brown tracks down the voices of this disconnected generation from the slums of Rio’s favelas to Amish kids in Lancaster County using cell phones to secretly access Facebook away from the prying eyes of their parents. Each chapter is a story of innovation, hope and change combining the approaches of digital anthropology, social psychology and technology marketing. “Mobile Youth: Voices of the Mobile Generation” is written for marketers, technologists and futurists alike interested in how today’s cell phone empowered generation will change technology, media and even government.

Themes: mobile culture, technology, marketing, digital anthropology, millennials, generation y, generation z, mobile anthropology, innovation

Get The Mobile Youth from Amazon
Get The Mobile Youth as PDF download

More about The Mobile Youth in this interview with the American Marketing Association

More Books:


Many to Many: Word of mouth marketing, customer driven innovation and the end of the middle man
by Graham Brown

Businesses invest $billions in social media and communication technologies but they do so with an old-fashioned “one-to-one” mindset.

What they haven’t discovered yet is that nobody wants to be “one”. Customers are social animals and always seek out the “many”. The question is are you helping them do that?

Many-to-Many is a mindset. It’s about stepping out of the way and let customers communicate and co-create with each other. It’s about connecting people and not interrupting their lives or walling in their behaviors.

This is a short book about change. It’s a book about how marketing and innovation are changing rapidly and how we can position ourselves to take advantage, rather than be victims of this shift.
Order on Amazon (Kindle, iPad, Print versions)


Fans: from Liked to Loved
by Graham Brown and Ghani Kunto

Essential reading for advertises and youth marketers

Focus on the 10% who already love your product, the Fans.

If you want to understand marketing today, understand Fans. Fans are the influencers. What Fans say about your product is far more important than what your creative agency says. Fans own the brand. When your brand manager goes to sleep, Fans stay up to the early hours, building, creating and sharing. Fans are passionate. They love the brand. Fans aren’t 2 or 3 times more influential than the average customer, this book will show you how Fans are up to 1000 times more influential. Starbucks, Apple and Monster Energy drinks all leverage their Fans. Shouldn’t you also be thinking about Fans too?

Themes: word of mouth, buzz, advocacy, youth marketing, marketing and advertising, communication, fans, emotion, engagement, marketing strategy, attention economy, technology, digital anthropology

Order on Amazon (Kindle, iPad, Print versions)
Order on Youth Research Store (PDF download)


Youth Marketing 101
by Graham Brown, Ghani Kunto and Freddie Benjamin

Essential reading for advertisers and youth marketers

Think “youth marketing” and you’ll probably think of making brands cool: rollerblading girls on campus, bank managers in jeans or the monkey-on-a-trike Youtube video. The reality is it’s none of the above. Graham Brown and his team condense 10 years studying and working with organizations like Apple, Facebook, Red Bull, MTV, Disney, Monster Energy, Nokia and UNICEF into this concise guide to help you avoid repeating the mistakes and learn from their success. Youth marketing is about company culture – it’s not what you do, it’s who you are.

Themes: youth marketing, youth culture, branding, marketing, millennials, generation z, generation y, advertising, social media, technology, engagement, digital anthropology

Order on Amazon (Kindle, iPad, Print versions)


All is Social: Social Thinking and the End of the Big Idea
by Graham Brown

Essential reading for digital anthropologists, social media marketers and fans of tech culture

All is Social proposes a new approach to understanding customers, marketing and branding based on digital anthropology and social psychology, called “Social Thinking”. All products are Social Tools that facilitate day-to-day interaction. Rather than suggest the answers lie in social media, the book points to the need to understand the social context in which people behave – their social drivers, need for social currency and the role of influence.

Themes: social thinking, advertising, change, social media, innovation, digital anthropology, word of mouth

Order on Amazon (Kindle, iPad versions)


The Youth Marketing Handbook
by Graham Brown, Freddie Benjamin, Ghani Kunto and Josh Dhaliwal

Essential reading for youth marketers

The Youth Marketing Handbook helps Youth Marketers better understand young customers. How do you involve them in the marketing process? How do you generate word of mouth? How do you increase your product launch hit rates and reduce waste? The Youth Marketing Handbook was written by the mobileYouth team, led by Graham Brown.

Themes: youth marketing, youth culture, branding, marketing, millennials, generation z, generation y, advertising, social media, technology, engagement, digital anthropology

Order on Amazon (Kindle, iPad versions)

Reader Reviews

“If you’re happy to continue paying for sex that leaves your brand empty on the inside, crying itself to sleep at night, don’t bother reading this book. However, if you want to build a brand with soul then buy this book before advertising agencies find a way to silence them forever” (Jamal Benmiloud VP Marketing, Monster Energy Drinks)

“Graham Brown paints a remarkable series of stories that gets the reader right into the minds of young people.” (Marc Kornberger, CEO Student Village)

“This book offers instant texture to anyone confused by THE core technology driver: MobileYouth.”
(Edward O’Meara, SVP Wunderman Network and Global Marketing Director GSMA)

“We had amazing success based on your Youth Marketing Handbook, so much so that it showed the ineffective results from a large agency approach”
(Paul O’Shannessey, CEO & Founder Skinny Mobile)

“Anyone needing to market their product to a young demographic has simply got to check out this book” (Nick H. Amazon)

“Brown gets to the prime motivators: he is focused on the why, and what mobile use means to young people around the world. He generally looks at this adoption as beneficial and, frankly, inevitable despite earlier generations’ concern about such technological progress polluting our youths’ minds.” (Amazon Review)

“Readers will feel like they are in the midst of the very gangs, high rises, and religious fanaticism that these youth live amongst, and you will be amazed at how these teenagers use mobile phones in creative, ingenious ways.” (Rachel Aderholdt, Amazon)

See more information on these books here:

Last updated: September 20, 2014 at 15:49 pm
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