One of the most relevant and interesting chapters from a design and marketing perspective is the one on Nick Graham, founder of Joe Boxer. He was doing guerilla marketing before it even had a name. Of particluar note, was when he purchased the title-‘The Lordship of the Manor of Balls Bedfordshire’-through the Manorial Society of Great Britain. He says, “I had been looking for a couple of years for the right title, and the Lord of Balls fell into my lap. Plus I got it cheap for only about $4,000. And I have fishing rights in a river in England.” Download the chapter here (with permission) and get inspired.

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