A brief history of brand love: The evolution of viral advertisement

Dominic Smith is a senior writer and content strategist for Rackspace Digital, the digital marketing infrastructure specialists. In the age of experience-based marketing, some brands want us to do more than just buy their products. They want us to interact with them, to love them. Dan Wieden, legendary adman, described this desire for active participation when he said: “Brands are verbs. Nike exhorts. IBM solves. Sony dreams.” But there are few verbs more active and inspiring than “love.” In a recent survey by APCO Worldwide, analysts worked out how that love is expressed. They measured eight ways we interact with...



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