Chapter 23. They think your product sucks—but that’s not a bad thing

Have you checked out one of those crazy Mentos/Diet Coke videos yet? At least 800 of them flooded the Internet after people discovered that when you drop the quarter-size candies into bottles of Diet Coke, you get a geyser that shoots 20 feet into the air. Needless to say, Mentos got a gusher of free publicity out of the deal, too.

Consumer-generated content—where everyday people voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sites like Facebook and MySpace, and even film their own commercials that thousands view on sites like YouTube—probably is the biggest marketing phenomenon of the past few years (even bigger than the iPhone ...

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