> ## Content Index > Fetch the complete content index at: https://www.hypebot.com/llms.txt > Use this file to discover other available public pages before exploring further. # Marc Ecko’s 10 Rules For Building A Swag Bomb - URL: https://www.hypebot.com/marc-eckos-10-rules-for-building-a-swag-bomb/ - Published: 2013-10-18T13:55:00.000Z - Updated: 2013-10-18T13:55:00.000Z - Description: Marc Ecko recently released a new book called Unlabel: Selling You Without Selling Out.Oddly enough, while it's full of awesome Marc Ecko stories, its organizing concept of the Authenticity Formula. Continue reading [https://www.hypebot.com/hypebot/2013/10/marc-eckos-10-rules-for-building-a-swag-bom - Author: admin - Tags: DIY Advice & Tips, Music Business, Music Marketing, Authenticity Formula, business, Ecko, hip hop, Hypebot, Marc Ecko, Reading (process), Shopping, #wp, #wp-post, #Import 2026-01-21 10:43 [![Ecko-unlabel](http://hypebot.typepad.com/.a/6a00d83451b36c69e2019b001e4c1c970b-115wi "Ecko-unlabel")](http://hypebot.typepad.com/.a/6a00d83451b36c69e2019b001e4c1c970b-popup?ref=hypebot.com) Marc Ecko recently released a new book called [Unlabel: Selling You Without Selling Out](http://www.amazon.com/gp/product/1451685300/ref=as%5Fli%5Fss%5Ftl?ie=UTF8&camp=1789&creative=390957&creativeASIN=1451685300&linkCode=as2&tag=hypebot-20&ref=hypebot.com). ![](http://ir-na.amazon-adsystem.com/e/ir?t=hypebot-20&l=as2&o=1&a=1451685300) Oddly enough, while it's full of awesome Marc Ecko stories, its organizing concept of the Authenticity Formula seems totally inauthentic. But it's definitely a book anybody interested in building their brand or marketing their products, including music, would find worth reading. A fun bit in the book called "Ten Rules For Building A Swag Bomb" caught my eye and while I think you'll find it practical for thinking about individually targetted promo mailings, it's also a reminder that real brands are ultimately built on hard work, not publicity stunts. Since I was entrenched in hip hop blogging, much of it business-related, during the previous decade, Marc Ecko was a figure I followed though not as closely as others more directly connected with music. He came out of the graffiti scene, worked his way into fashion off t-shirts and built a major fashion brand and business. Ecko's had his ups and downs but he's accomplished quite a bit, worked with numerous musicians along the way and becoming someone worth listening to. And the best part of [Unlabel: Selling You Without Selling Out](http://www.amazon.com/gp/product/1451685300/ref=as%5Fli%5Fss%5Ftl?ie=UTF8&camp=1789&creative=390957&creativeASIN=1451685300&linkCode=as2&tag=hypebot-20&ref=hypebot.com) ![](http://ir-na.amazon-adsystem.com/e/ir?t=hypebot-20&l=as2&o=1&a=1451685300) are Ecko's stories about the business behind the scenes, the major challenges he faced and the psychological turmoil that fast growth can cause for a successful entrepreneur. The part that doesn't work so well is the design, the conceptual framework called the Authenticity Formula and the meta-chatter introducing each chapter. It all feels a bit forced and even, for me, a bit cheesey. It's the stories that are worth the read, not the packaging designed to make this a good sale to corporate accounts. And swag bombs. Let's not forget the power of swag bombs. After seeing the 10 rules in the book, I checked on the web and found that Ecko had included them in a [guest post](http://www.fourhourworkweek.com/blog/2013/09/29/marc-ecko/?ref=hypebot.com) on Tim Ferris's blog: **Marc Ecko's 10 Rules For Building A Swag Bomb** 1\. Never Send Directly to Someone’s Home 2\. Never Expect Your Intended Audience to Even See It 3\. Never Send Just the Stock Shit 4\. Never Have Expectations, as It’s Just a Gift 5\. Never Handwrite Your Marketing Materials 6\. Never Use Second-Hand Packaging Materials 7\. Never Stalk 8\. Never Forget to Include Your Name, Email, and Phone Number 9\. Never Send a Picture of Yourself Fan-Boying Out 10\. Never Gush Great thoughts on promoting yourself via free giveaways to targetted individuals. Note that at least two reference not stalking and two reference a need to avoid fawning over your target. Wonder how much of that Ecko learned from experience? Get more stories and a fuller discussion of the above 10 points [here](http://www.fourhourworkweek.com/blog/2013/09/29/marc-ecko/?ref=hypebot.com) or buy [Unlabel: Selling You Without Selling Out](http://www.amazon.com/gp/product/1451685300/ref=as%5Fli%5Fss%5Ftl?ie=UTF8&camp=1789&creative=390957&creativeASIN=1451685300&linkCode=as2&tag=hypebot-20&ref=hypebot.com) ![](http://ir-na.amazon-adsystem.com/e/ir?t=hypebot-20&l=as2&o=1&a=1451685300) . **More:** - Mixergy Interview: [How An Uncool Kid Built A Billion Dollar Urban Fashion Brand](http://mixergy.com/marc-ecko-ecko-unltd-interview/?ref=hypebot.com) - Behind The Hustle: [10 Business Tips From Marc Ecko](http://behindthehustle.com/2013/08/10-business-tips-from-marc-ecko/?ref=hypebot.com) - Rap Genius: [Ecko's Annotations for Unlabel Excerpts](http://rapgenius.com/artists/Marc-ecko?ref=hypebot.com) *Hypebot Senior Contributor Clyde Smith ([@fluxresearch](https://twitter.com/fluxresearch?ref=hypebot.com)/[@crowdfundingm](https://twitter.com/crowdfundingm?ref=hypebot.com)) also blogs at [Flux Research](http://www.fluxresearch.com/?ref=hypebot.com) and [Crowdfunding For Musicians](http://www.crowdfundingformusicians.com/?ref=hypebot.com). To suggest topics for Hypebot, contact:* clyde(at)fluxresearch(dot)com . [![Enhanced by Zemanta](http://img.zemanta.com/zemified_h.png?x-id=d6bd6870-c46e-401f-9cbe-8d5a421f0ce4)](http://www.zemanta.com/?px&ref=hypebot.com "Enhanced by Zemanta")