Author(s): Hammond

Business

How, given the chance, would you market Earth as the ultimate tourist destination?

Fysh Reynolds, 24-year-old MBA grad and internet superstar, must answer this question when his part-time job of playing Ronald McDonald at kids' birthday parties thrusts him into an unexpected position of power.

When aliens land on earth, they mistake the golden arches to be our most prolific centre of power and assume FyshÃÂÃÂÃÂâÃÂâÃÂÃÂÃÂìÃÂâÃÂÃÂÃÂæ--ÃÂÃÂÃÂâÃÂâÃÂÃÂÃÂìÃÂâÃÂÃÂÃÂæaka RonaldÃÂÃÂÃÂâÃÂâÃÂÃÂÃÂìÃÂâÃÂÃÂÃÂæ--ÃÂÃÂÃÂâÃÂâÃÂÃÂÃÂìÃÂâÃÂÃÂÃÂæis the leader of the free world. Their mission: to establish earth as a premium travel destination for intergalactic travellers. Fysh, a gen Y marketing prodigy, is charged with creating the most powerful brand in the universe: brand Earth.

Part "Hitchhiker's Guide to the Galaxy," part "Fish!," this fun, quirky and irreverent business fable unravels the mystery of why some brands have the power to inspire deep and primal emotions in consumers that make products legendary and their developers filthy rich.