Hug the Cactus: Advertising to Haters
Under the Influence with Terry O'Reilly
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Turning Criticism into Creativity
This chapter explores unconventional marketing strategies adopted by Oatly and other brands, focusing on how they embrace negative feedback to enhance their image. It highlights the innovative tourism campaign by the City of Vienna that humorously addressed negative reviews while showcasing the city's beauty. By examining examples from various companies, the chapter illustrates how transforming adversity into engaging advertising can be a powerful tool for success.
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