Apple: A Case Study in Why Brands Should Control Their Stories
Waxing UnLyrical
NOVEMBER 8, 2011
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). Apple doesn’t play on Facebook or Twitter. So it lets the Apple legions do all the heavy lifting. They flopped.
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