GETTING PEOPLE TO be involved with the brand means getting them to build it into their lives. One way is to encourage them to see the brand as fun, and to play around with the product—which is why car dealers allow customers to take test drives. Salespeople call this the puppy dog close: once you’ve cuddled the puppy, it’s hard to give it back!
Obviously this is not always possible with expensive or delicate products, so if that’s what you’re selling you need to think of some other way of allowing people to be playful with the brand. Sometimes the internet can help.
When Panasonic launched their Lumix ...
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