genre of music they were playing became more popular. The bands of the time "schooled" together, deciding that the best way to become noticed, relevant, and accepted in the marketplace would be to band together with others like them and promote their music movement. "We all wanted our form of music to grow, and we were more powerful work- ing toward that goal together than trying to outsell or outdo each other," explains Weymouth. "Together we got more attention from the media and fans and became a part of something bigger than what any of us would have been individually." When it came time to expand beyond New York City, they united with manager Gary Kurfrist, who understood how to organize, oper- ate, and promote concerts, especially among college markets. He identified college towns in which he thought the Talking Heads, the Ramones, Blondie, and other bands would be accepted, and then found students to act as promoters for campus appearances, often simply finding a place on campus and getting some friends there. The Talking Heads would go in first, and then a few weeks later, another band would come through town. If the audience grew and the music created a buzz among the kids, the promoters would iden- tify it as a hot market and start the next wave. Kurfrist helped them go to the next stage-identifying new acts to book, showing them how to find off-campus venues, and teaching them how to promote the bands and concerts. The process stimulated the entire genre of new wave, punk music.     For no more than $4, college kids could hear a live rock concert of original music-it was a way to encourage trial of a new musical experience and get kids to buy Talking Heads records. Low ticket prices became a motto for the Talking Heads, who even after releas- ing hit records like "Burnin Down the House," kept ticket prices low and venues small, opting to play several nights at Radio City Music Hall rather than one night at Madison Square Garden. "Its all about commitment to the type of people that make up our fan base, keep- ing in closer contact with them, and staying true to what were all about," says Weymouth. In typical Talking Heads style, they brought down the house when they played together for the first time in 17 years at the cere- mony inducting them to Rock and Roll Hall of Fame in 2002, the year the Ramones were inducted as well. Though the Talking Heads disbanded in the late 1980s, you can still hear their music on radio stations today and buy Frantz and Weymouths music under the TomTom Club name. The Talking Heads not only participated in a movement, they helped diffuse it from opinion leaders to a wider audience. They also smoothed the way for the success of other intel- lectual but nerdy superstars such as Elvis Costello, a 2003 inductee to the Rock and Roll Hall of Fame (who even dresses like a nerd). The Talking Heads strategy is a case example of how to move inno- vative products from obscurity to mass acceptance without mass- marketing resources.     Revenge of the Nerds: Getting Goo gled   The Talking Heads approach to building brands by starting in the