Naked Man Advertising No Product Gets Attention

from the yeah,-but-not-much dept

The Guardian in the UK tried to see if they could build a brand without a product. They created a bunch of advertisements for a product called Joy that featured a naked man jumping around, but never said anything about the actually product. They put the advertisments all over, and over 1,500 people called their phone number or registered at their website for info. They said this proves that it’s possible to build a brand up with no product behind it. However, the Register accurately points out that all it really shows (which just about any dot com could tell you already) is that if you spend a ton of money you’re likely to find at least 1,500 people who say they’re interested in what you’re doing, even if they’re really not.

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