Brand Hijacking, Brand Advocacy and Social Media identities
If you are in the brand building business, whether agency or client side, it pays to think early about your brand’s online and social media component – no matter what the brand is.
The best case study to illustrate this is what happened to to AMC’s Mad Men, a drama about a Madison Avenue advertising agency Sterling Cooper in 1962, shown in Australia on Movie Extra. Despite critical success for Season 1, and numerous awards including the Golden Globe® for Best TV drama and actor, Season 2 started well but had lost a million viewers in a month in the US. The characters in Mad Men are completely compelling – cigarette smoking, hard liquor swilling and delightfully old school.
