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S HARE O F LI F E ™
The Fabulous Five Jespersen and Rapp first conceived of “entanglement” by
model to effectively serve their consumers’ needs for a lifetime
watching the evolution of Facebook, Amazon, Apple, Microsoft,
- literally. They saw that most brands were simply attempting
and Google, the “Fabulous Five” of transformational companies.
to sell products, goods, and services that were not needed by
Consumers immediately recognized their extraordinary
those looking to buy.
usefulness and willingly incorporated these brands into many aspects of their daily lives. The Fabulous Five set a new
However, evolutionary change often has unexpected conse-
standard for how brands could use an “entangled marketing”
quences. Facebook was founded on the mantra “Move Fast and
