Abstract
To be classified as a brandjack, something needs to be both a crisis. and, specifically, one that plays out significantly in digital media. Some begin in digital media, such as Twitter impersonations. Some, like the fake sign in a McDonald’s window (see CS 70), are then circulated in social media and largely ignored in mainstream media. But the key combination is crisis and digital.
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Notes
Jarvis, J. (2009) What Would Google Do?. New York: Collins Business.
Holtje, J. (2011) The Power of Storytelling. New York: Penguin.
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© 2014 Quentin Langley
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Langley, Q. (2014). The brandjacks. In: Brandjack. Palgrave Macmillan, London. https://doi.org/10.1057/9781137375360_5
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DOI: https://doi.org/10.1057/9781137375360_5
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