Bob Garfield and Doug Levy explain the rules of the relationship era in their book Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results.
Dear Bob and Doug:
We are a sneaker company that one year ago paid millions signing a famous hip hop artist to endorse our shoes. Okay, it was Rick Ross, aka Rick Ro$$, aka Rozay, aka William Roberts II, aka the Bawse. Then, maybe to celebrate our anniversary, the Bawse dropped a lyric in a Rocko track describing drugging a date into submission then having his way with her, while “she ain’t even know it.” Now we’ve had to cut our ties. But how could we have known something like this would happen?
— Redfaced in Reeboks Read more…
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