Marketing Against The Grain Failing Is Key To Succeeding (Plus, News-Jacking and Building Brand Authenticity)
May 26, 2022
Explore the intriguing world of brand authenticity through the lens of notorious companies, like a certain low-cost airline. Discover why embracing failure is crucial for success, and how it can spark marketing innovation. Learn about the art of newsjacking as a clever strategy to elevate brand awareness, with real examples illuminating the connection between current events and consumer engagement. Dive into the fascinating interplay of data, creativity, and internet culture in shaping modern marketing strategies.
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Ryanair's Brand Strategy
- Ryanair uses humor and trolling in their advertising, even targeting customers who dislike them.
- Despite negative reviews, Ryanair boasts high customer loyalty due to its low prices.
Authenticity over Likeability
- Brand authenticity is crucial, even if it means embracing negative traits.
- Ryanair's focus on price and promotion, rather than likeability, has built a loyal customer base despite negative feedback.
Newton's Alchemy
- Isaac Newton, known for his rationality, was also fascinated by alchemy, a seemingly irrational pursuit.
- This 'irrationality' paved the way for chemistry, demonstrating that failure can lead to progress.
