How Calm Whipped Up a Storm

Peter Freedman

This short book is for anyone who runs or markets an app – or other startup, scaleup or challenger brand – and wants to generate a ton of buzz, coverage and attention but without having a ton of money to do so. With over 1.5 million new apps launched...

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Opening Credits

1/10/2025

Foreword

1/10/2025

Introduction

1/10/2025

Flash Forward: Moments When Calm Seemed to Have Arrived

1/10/2025

Intro to the Ten Golden Rules of PR and Guerrilla Marketing

1/10/2025

The Ten Golden Rules of PR and Guerrilla Marketing

1/10/2025

Rule 1: There Are Two Kinds of PR

1/10/2025

Rule 2: Silly PR is Better than Serious PR

1/10/2025

Case Study: Once Upon a GDPR

1/10/2025

Rule 3: If There is No Excitement, Some Must Be Manufactured

1/10/2025

Case Study: The Lost Grimm Fairy Tale

1/10/2025

Rule 4: Creativity Gives You More Buzz For Your Buck

1/10/2025

Case Study: Baa Baa Land

1/10/2025

Rule 5: Only Two Things Win Attention: Celebrities and Weird

1/10/2025

Rule 5A: If Celebrities Aren't A-List ...

1/10/2025

Case Study: John McEnroe Reads the Rules of Tennis

1/10/2025

Case Study: Sleeping With Bob Ross

1/10/2025

Rule 6: The Best Form of PR is Content Marketing

1/10/2025

Case Study: The Big Bad Wolf Learns Anger Management

1/10/2025

Rule 7: The Never-Ending Launch

1/10/2025

Case Study: The Shipping Forecast

1/10/2025

Rule 8: Names Matter

1/10/2025

Case Study: Calm's Sleep Storyteller in Residence

1/10/2025

Rule 9: Think Anglosphere from Day One

1/10/2025

Case Study: Our One In-the-Flesh Stunt

1/10/2025

Rule Ten: Join the Cultural Conversation

1/10/2025

... And the Eleventh Rule?

1/10/2025

The Buzz Factor: How to Build a Buzzy Brand

1/10/2025

Conclusion

1/10/2025

Closing Credits

1/10/2025