CHAPTER 16FOR MARKETERS: Let Your Brand Be Human


Will It Blend?

In conventional advertising, you can craft every moment to present your brand perfectly, down to the tiniest details. A chewing gum brand, for example, would typically have requirements so specific that the company would prescribe the exact method actors should use to put the company’s gum into their mouths. Every logo shot must be gorgeous. Every brand message must be consistently presented. The goal is to get everything as close to perfect as possible. When you’re paying for conventional advertising, you have complete control over the conversation.

In viral video, however, it’s ...

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