Brand irreverence
Brand has importance and value, but sometimes organisations can get too hung-up on the sanctity of their brand. They don’t seem to like it if their brand brings on a smile… Remember Coca-Colas attitude to the exploding mentos in a bottle of coke. Rather than seeing it as free advertising (and associating their product with a positive emotion) they got hung up on the rational connotations and considered it didn’t “fit with the brand personality”. This is certainly not the case with a kitchen appliance from Blendtec. How is this for brand irreverence, blending the product of the moment, an iPhone on their viral marketing site willitblend.com.
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