Hey, Whipple, Squeeze This

Figure 11.1 If you haven't seen the incredible Apple TV spot that launched the “Think Different” campaign, do it now. whipple5thinkdifferent

11Change the Mindset, Change the Brief, Change the TeamDigital Work Means the End of “Us and Them”

We have company. Agencies, brand managers, marketers and clients have been joined by YouTubers, Viners, even Periscopers. These individuals know how to generate content, build an audience and exert their influence.

We now live in a world where a 22-year old woman can start a petition online and embarrass Bank of America into dropping its $5.00 a month fee for debit cards.

A prankster with a sense of humor can launch a fake Twitter account as one witty writer did under the handle @BPGlobalPR. Cleverly admonishing the energy giant after the Gulf oil spill, BPGlobalPR wasted no time in attracting twice as many users as the company it parodied.

Internet bullies can gather online and attack a corporation. Poor old Gap got its bum handed to it just for changing its logo without consulting the crowd. When the logo appeared on its site one day, the Internet erupted, and within 72 hours, Gap's brand manager was doing damage control in the mainstream press. Within 72 hours the old logo was back.

Meanwhile vloggers, pinners, and “unboxers” (people who record and share the unboxing of a newly purchased product) are themselves amassing huge online followings, ...