TITLE

On the face of it

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
September 2006
SOURCE
Brand Strategy;Sep2006, Issue 205, p14
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
The author reflects on the emotional appeal of brand development of authentic community personalities in interacting with consumers. He discusses the Anything But Cute advertisement campaign for the Dodge Caliber car. Dodge executive Mark Spencer said that the company has searched in Myspace and other brands, for reaching Caliber consumers. There emerged brands on social networks that Myspace is tapping into the trend with marketing tools that reward consumers for interacting with brands.
ACCESSION #
22836835

 

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