Sporting a pink tie, Klein maintained that game advertisers should address how marketing affects and leverages a brand's social currency. Translation: public perception is reality; change your image if it sucks and leverage to the hilt if it's beloved. Bringing provocative content & tension ("Wake up with The King") to consumers is one way that Burger King stood out. The resulting MySpace and YouTube fan interaction sum up Russ's conclusion:
"If you turn your brand over to consumers, they will return it back to you in better shape."
How will the crowd's bevy of industry marketing execs and brand thought leaders apply these learnings to marketing 2007 & 2008's game franchises?
I'm thinking that creepy regal figures, throwaway games, and submissive poultry aren't the answer.
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