Joho the Blog
An Entry from the Archives

Yes, I think Jeneane is right about the passion factor, and that it's not like producing a promotional print piece or a press release. You also gotta be willing to be made fun of. From the recent WSJ interview of PR-person Richard Edelman:

WSJ: Consumer-created content is all the rage, so much so that some marketers are letting people create and post Web content that spoofs them. What's your advice to advertisers who allow people to poke fun at them? Should they take this stuff down or let it be seen by millions?

Mr. Edelman: My big thing right now is if brands, if companies want to be in this world, they have got to give up control. They've got to cede control in return for credibility, so, you know, you're going to have a few hours where you feel a little bit nervous about what's coming after your brand.

Here's the Edelman interview in the WSJ.

Crumpler goes the furthest afaik in taking the completely uncorporate approach. Their latest promotion is beer for bags:

http://www.crumplerbags.com/b4b/

Stuff like this has the best chance of going viral.

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