Focus on Lightly Branding

Customer-driven branding happens all around us. Companies today are custodians of their brands, not the owners. Companies have spent years building their brand equity. Now, in a global world, consumers take that brand equity and build their own stories. In 2006, a small two-person firm and physical theater company called EepyBird helped to place the mega brands of Diet Coke and Mentos into the hands of its customers. With a three-minute video called “Experiment #137,” Stephen Voltz and Fritz Grobe made history.

First, let’s go back. This video did not start as a marketing vision. It started in October, 2005, with a lawyer and a juggler who had heard from a fellow performer that dropping Mentos mints into Diet ...

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