Having a sense of humor about the "necessary evils" of business can give your customers a reason to talk about your brand, writes Andy Sernovitz. He cites the example of the Seattle Police Department, which took the opportunity of its presence at a hemp festival to distribute bags of Doritos labeled with stickers containing information about the state's new marijuana laws to festival-goers. The Doritos bags became so popular they eventually began appearing on eBay.

Related Summaries