Advice for Clueless Brands on Social Media

Business-regret

Bob Garfield and Doug Levy explain the rules of the relationship era in their book Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results.


Dear Bob & Doug:



We are a Korean auto manufacturer advertising 100% water exhaust, which concerns minimizing carbon monoxide. We ran a commercial in Europe dramatizing the feature by showing a despondent man trying to commit suicide in his garage, but failing because his stylish and dependable 2013 sedan couldn’t produce toxic fumes. Suddenly we got criticized as cruel and heartless for joking about the tragedy of suicide. But, c’mon. Nobody criticized The Full Monty or The Odd Couple or Harold and Maude or Heathers. Can’t everybody just lighten up?



— Soulsearching in Seoul
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