Brand Hijacked

Posted on August 27th, 2006 in: Community Marketing, Video, Voice of the Customer, Web Advertising, Web Marketing

Folks are watching to see how Starbucks reacts to this latest Brand Hijacking: “F*ck Starving Kids, Have A Freakin’ Delicious Starbucks Frappucino” by a citizen marketer using YouTube. More discussion in the comment section of Adrants.

Company Brand Managers shoud know they don’t *own* the brand –consumers own it. Some companies realize they needed to let go and created the social media tools that let consumers create their own ads. A classica exampe is Chevy’s Tahoe Ad that got mixed reviews. Learn more from this book called Brand Hijack: Marketing Without Marketing

  • http://nsputnik.com Nick Dynice

    Did you meant to say “Company Brand Managers shoud know they don’t _own_ the brand –”? Delete this either way, just an fyi.

  • http://www.web-strategist.com/blog/ jeremiah_owyang

    good catch thanks

  • Pingback: n.sputnik/Nick Dynice » Blog Archive » Companies will control their brand once they plan with social media feedback in mind

  • Pingback: Web Strategy by Jeremiah » Responding to Bad Press using Video, and Video Brand Hijacking

  • http://joannapenabickley.typepad.com/on/2009/05/on-the-hijacking-of-starbucks.html Joanna Peña-Bickley

    It seems to me that Starbucks and its agency forgot the part in the social media plan that states transparency is a blessing and curse. Twitter and advertising cannot erase truth – more over where was their response plan to this?

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    Hi Jack!! ahahaha

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