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Some brands seem to get it right via their online presence, and take the scenario #2 approach as their base: While more difficult to track from a direct metrics/impressions standpoint, how many eyeballs and conscious space did a branded account occupy when they recently changed their handle name to "Meat?" I also seem to get a monthly reminder that they exist via snail-mail coupon flyers, but have yet to see actual UX-breaking paid digital advertising from the company.

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