ABSTRACT
The reputation of a company or product is everything, and this reputation emanates from a company’s story. The brand is the embodiment of all the stories that the consumer associates with a company — both good and bad. The global advertising strategy consisted of broadcast television spots, billboards, events, and the full suite of advertising channels. One of the brilliant grassroots tactics featured the new mascots rollerblading through major metropolitan streets saying hello to strangers, taking pictures with folks having lunch, flitting here, alighting there. People who understand the value of the “experience” created around a product realize a better return on their investment. The better story they tell about a product, the more they can charge. A good sentence or a simple tag line should crackle with the intensity of a bullwhip and create its own sonic boom.
