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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market
book

The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

by Sandy Carter
October 2008
Intermediate to advanced content levelIntermediate to advanced
512 pages
14h 27m
English
IBM Press
Content preview from The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

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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Publisher Resources

ISBN: 9780137010325Purchase book