No Such Thing as a Free Lunch

No Such Thing as a Free Lunch

In the past few years we’ve seen brands start to adopt this strategy in an effort to engender support from smaller, more influential groups. A prime example of this is the Toyota Prius, which became the defacto “green badge of courage” for pop-culture celebrities and ultimately trickled down to consumers with that message infused in its brand. The early adoption of the Prius by Hollywood laid the groundwork for consumers who think “green” to immediately think “Prius.” Granted, Toyota released a highly fuel-efficient automobile, but without the grassroots support it garnered early on from influential consumers, the car’s success would have been entirely different. When the intended brand message falls into the right hands through unforced marketing techniques with an opportunity to interact on an authentic level, it will intrinsically lead to higher credibility within these consumer groups.

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