Like the perfume Jeunet is selling, this video won`t be for everyone but for those who it targets, he hits the mark perfectly.
The ability of a single individual to affect a company’s brand has never been greater. That should be a huge wake-up call.
Unfortunately the ubiquity of video devices and ease of transmission will guarantee that this could happen again – to any company.
Drawing comparisons to less fortunate cities and people is just wrong.
Reach and frequency, both pillars of tradional broadcast marketing are becoming less relevant in todays fragmetted consumer world.
Sony, at least in the Japanese market, has done a great job in associating their brand with something that is relevant for the demographic they are trying to reach.
Companies have to start thinking of entirely new ways to engage both the groundswell of media creation and a quickly fragmenting audience.