The Tipping Point by Malcom Gladwell is an incredible book about social epidemics. The goal in marketing is to create a social epidemic surrounding your brand and The Tipping Point explains how.
Influence the Influencers
To spark a epidemic you should focus your resources on getting the connectors and enthusiasts on your side. Airwalk did this by getting rock bands to wear their shoes and building commercials around what trend setters thought was cool.
Use Insight to Make Key Subtle Changes
Small changes can have profound effects, therefore making a key tweak can put you over the top. Sesame Street producers discovered that putting muppets and people together instead of segregating them made a drastic difference in capturing the attention of little ones.
You would be crazy not to read this book if you want to build a brand that sweeps the nation.