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	Since the appearance of the Internet several successful concepts have succeeds using peer to peer marketing because they are based on ideas about interconnection. Hotmail is probably one of the most successful dotcom examples. It was the first free e-mail site to promo0te itself in every single e-mail sent using the service. So every time a message went through their server, they included an ad inviting the receiver to sign up. Today Hotmail represents 110 million users! Why has peer-to-peer marketing proved to be such a powerful tool? Is it a fad, or is it here to stay? In a paper by psychologist Judith Rich Harris, she concludes that ultimately kids are far more affected by their peers than by their parents. Harris cites accents of migrant children as an example. It is very rare for these kids to adopt the accent of their parents, and in almost every case they embrace the language of their peers. Harris says: "When children go out, they leave behind the behavior they augured at home. They cast it off like the dorky sweater their mother made them wear." Almost every successful tween brand today has a peer-to-peer component on which it is based. By analyzing this it's clear that a range of guidelines can be identified to maximize the possibility of success. In this chapter Martin Lindstrom takes a look at community exploration, peer-to-peer marketing and viral marketing - and explores new unseen way to use these tools when building brands. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter Peer to Peer Marketing Turn customers into marketeers
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