Apple: A Case Study in Why Brands Should Control Their Stories
Waxing UnLyrical
NOVEMBER 8, 2011
It is very rare that social media is used to propel or hurt brands in significant business-altering ways. There are certainly examples, such as the Toyota acceleration deaths , Nestlé palm oil , the Ford Fiesta movement , or the BP oil spill , where the subject takes on a life of its own for good (or, usually, bad). But these are few and far between; exceptions as opposed to the rule.
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