Sometimes a counterintuitive marketing concept is the best way to get people taking about your company, even if it means broadcasting negative things said about your brand, writes Andy Sernovitz. He notes a Miracle Whip YouTube video that showcased lovers and haters of its product and an "anti-viral" video from Cascade brewery designed to disappear after 5,000 views, a nod to its 5,000 cases of limited-run beer.

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