To Be Real...Not Just Viral
Good quote from HBR...
"This unorthodox brand team did not attempt to reduce Snapple to a set of brand essence adjectives, seek out deep consumer truths, or plumb Snapple devotees' emotional connections to the brand. Rather, they searched for ways to further extend Snapple's odd, amateurish performances. At the time, Snapple's followers were so touched by the brand that they flooded Snapple's small office with fan mail. Over two thousand letters a week poured in, not to mention original videos, songs, artwork, and poetry, all odes to Snapple."
-- The Problem with Viral Branding
"This unorthodox brand team did not attempt to reduce Snapple to a set of brand essence adjectives, seek out deep consumer truths, or plumb Snapple devotees' emotional connections to the brand. Rather, they searched for ways to further extend Snapple's odd, amateurish performances. At the time, Snapple's followers were so touched by the brand that they flooded Snapple's small office with fan mail. Over two thousand letters a week poured in, not to mention original videos, songs, artwork, and poetry, all odes to Snapple."
-- The Problem with Viral Branding
posted by Ben Applebaum at
6:30 AM
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