CHAPTER 6FOR MARKETERS: Be Honest
Coca-Cola Happiness Machine
We shouldn’t have to say this, but we do. Be honest.
You’re developing a cool new video for your brand, one that shows how your brand is hip and how well you relate to your customers. Wouldn’t it be great if someone else “spontaneously” uploaded it to YouTube without you? Better yet, they could upload it to a video contest you’re sponsoring and announce: look at what we just posted without the company’s knowledge! That would further all your goals but have no appearance of brand involvement. That would look unplanned and authentic.
We were once asked to do exactly that. We declined. ...
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