On the face of it

Mortimer, Ruth
September 2006
Brand Strategy;Sep2006, Issue 205, p14
Trade Publication
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.


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