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Are you begging people to hate your brand?

Clockwork orangeI’m stuck in an airplane being forced to watch an ad on the seat-back TV. The off button has been disabled, so I am being held hostage.

So, how do I feel? I hate the the airline for making me watch this junk while I’m trying to work.

Worse, I’m flabbergasted by the ad executive for the brand who thought it would be good for the brand to force people to watch their ads.

We hate the ad, of course, and now we hate the brand too. Who thinks, “If we strap them down and make them watch our ad, those millions of unwanted impressions will add up to something good!” How do you expect to build love for a brand by doing mean things to potential customers?

Maybe this one incident doesn’t kill the brand, but the customer-abusing mindset of the executive will do it eventually.

Everyone who make and buys ads should be forced to watch Clockwork Orange. It doesn’t end well.

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  1. David Smith November 30, 2012 at 10:22 am #

    Couldn’t agree more! It is like being rewarded by the airline with a free ticket for overselling the flight so that you can have another bad experience with them. Too many people forget to focus on the experience because they are too ingrained in the activity.
    PS – Clockwork Orange is a great movie!

  2. JohnM November 30, 2012 at 3:06 pm #

    Remember Marketing Rule of Thumb #4: Whatever the airlines do, you do the opposite.

  3. Alexandra Coroian December 3, 2012 at 3:26 am #

    feel the same way about radio stations : playing the same ads over and over again; you’re hooked on, changing the station would mean searching for a different ad :)

  4. Randy Guzman December 3, 2012 at 5:53 am #

    Thanks for sharing your tips.

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