As an agency known for buzzthatbrands (go there now, www.buzzthatbrands.com ) I am often reminded of the secret to Marlene Dietrich's fame. She said, "say something nice about me or say something nasty but at least, always say something about me." The Starlet had a peculiar genius for buzz and would mail her favorite columnists "personal items" when they penned unusually provocative things. (She knew it was her edge.)
She was never the most beautiful or the most talented of film stars, but Marlene Dietrich was an absolute killer at stewarding her brand.
We had a similar experience a few years ago when one of the brands we created was called "the most demented product of the year" by Lynne Rosetto Kasper on The Splendid Table. Not only were we flattered, but we sent the spirited host a pair of hot white boots with the flaming "Wide Eye" label as a thank you package. The whole episode purchased our client about three weeks of online comments that we used to dominate numerous online dialogues.
Smart consumers appreciate a little playfulness, and brands that understand that can gain a serious edge. Demented or not.
