BINDEX 09/12/2017 1:17:21 Page 284

Index

A AIR MILES, 251–252 Accuracy, speed vs., 201–202 Al-Asady, Zaid, 193 Actions, by leaders, 19 Alexis, Michael, 199 Activism, on social media, Alexis, Michaela, 38, 150 256–258 Algar, Trevor, 237 AdBlocker, 164–165 ALS Association (ALSA), ADT Canada, 12–14 256–258 Advertising: “ALS Ice Bucket Challenge,” changes in creation of, 225 256–258 false, 110–111 Amazon, 275–277 on Google Home, 27 Amazon.com, 134 Super Bowl,COPYRIGHTED 140 Amazon MATERIAL Go, 276 Advertising campaigns, plagiarism American Airlines, 188–189 in, 112–115 American Cancer Society, 102 Advisors: Anderson, Ami, 96 and crowdfunding platforms, 135 Andrew, Jill, 98 seeking out, 63 Apple, 1, 2, 162–163 Agrawal, Miki, 62 ARF David Ogilvy Awards, 196 AirBnb, 206 Artwork, online theft of, 36–38

284 BINDEX 09/12/2017 1:17:21 Page 285

Index 285

Ashley Home Furniture Store, Beautification app, at Samsung, 73–74 78–79 Associated Press, 39 Beauty and the Beast (film), 26–27 Astley, Amy, 117 Be Bangles, 143–145 Atari, 93, 94 Belhouse, Nadine, 150 Atomic Spark Video, 159–160 Benefit corporations, 22 Attention: Bensi, 90 to broader market, 188–189 Benson, Michael, 170–173 to positive social media postings, Best Western, 206–208 254–255 Bezos, Jeff, 196, 275–277 Attleboro, Massachusetts, 96 Big Ass Fans, 75 Audience: Big Cheese Club promotion, 122 building, via social media, 101 Bissell, 232 for Super Bowl Bissell, Kathy, 232 advertisements, 140 BitTorrent, 212–213 Audits, company, 6–8 Blaskie, Erin, 24–25 Australia Post, 143–145 Bloomberg, 89, 275 Autism, Chuck E. Cheese’s Bloomingdales, 199 accommodations for children The Bod (diet), 18 with, 95–96 The Book of Business Awesome/ Automotive industry: UnAwesome (Stratten and dealers and manufacturers Kramer), 72, 130 in, 126–127 Brands, using products from gendered marketing by, 57–58 hated, 24–25 salespeople in, 151 Branded social media accounts, service departments in, 150–151 removing fired employees’ access to, 86–88 B Branding, xii Banking industry, violations of trust building, for charities, 186 in, 155–157 and consumer perspective, Banner, David, 76 212–213 Basic Economy fare, at United customer’s role in, 203 Airlines, 264 Brand Pulse, 156 Bassen, Tuesday, 36–38, 40 Brand unity, franchises and, Beatles, 35 270–272 BINDEX 09/12/2017 1:17:22 Page 286

286 INDEX

Brave Beauty in the Face of Center for Science in the Public Cancer, 91–92 Interest, 110, 111 Brazil, Ford branding in, 90 Change.org, 141 Breitbart News, 234–235 Charity, as core of business, The Brick, 72–73 236–237 Brogurt, 60 Charity Water, 184–187 Bushnell, Nolan, 93–95 Chatelaine (magazine), 70–71 Businesses, starting, 221–222 Chief executive officer (CEO), Business cards,, as “gifts” for founder as, 62 customers, 136–137 Children, customers of companies Business life, personal life vs., aimed at, 95 243–244 Children’s clothing, gender bias Business News Daily, 245 in, 44–46 Business success, xiv–xv Children’s music, 34–35 China, Mercedes-Benz branding C in, 90 Cade, Robert, 75 Chipotle, 33 Cadillac-branded coffee Chouinard, Yvon, 19–23 house, 216–217 Chouinard Equipment, 20 Caesars Palace, 209–211 Chuck E. Cheese, 93–96 Calendars, managing content Cleaning products, gendered mar- with, 30 keting of, 60 Canadian Broadcasting Company Clearance sales, at RadioShack, 86 (CBC), 138 Click bait, 29 Cancer: Clinton, Hillary, 118 Sephora’s classes for people Clorox Company, 130–131 undergoing treatment for, Coca-Cola, 182–183 91–92 “The Coffee is Cold” (podcast), 85 as weight-loss strategy in Cohen, Marshal, 21 Cosmopolitan,17–18 Cohen, Pieter, 274 Carroll, Dave, 267–269 Coke Freestyle machine, 182–183 Carson, Harry, 76 Cold medicine, gendered marketing Celebrity endorsements, 47, 48 of, 59–60 Center for Autism and Related Colleges, use of social media Disorders (CARD), 95, 96 by, 168–173 BINDEX 09/12/2017 1:17:22 Page 287

Index 287

Colloquy Customer Loyalty Content, context of, 158–160 Census, 252 Content-first media, 70–71 Colton, Charles Caleb, 36 Content marketing, quality of, Comfort, and customer loyalty, xv 64–66 Comic-Con Humanitarian Content theft, 36–40, 102, 112–115 Award, 101 Control, over social media, Communication: 152–154 at growing company, 63 Controversial issues, weighing in before team-building exer- on, 180–181 cises, 54–55 Convenience, and customer Communication tools, adoption loyalty, xvi of, 24–25 Convergence: Community, building, with social and charity, 237 media, 168–173 and customer loyalty, xvi Community involvement, 271–272 and ethical practices, 231 Company culture, 268–269 Conway, Kellyanne, 166–167 Company policy, as excuse, Cookies, 9–11 147–148 Coolest Cooler (project), 134 Competition Act, 178–179 Corona, 201 Complacency, at ADT Cosmopolitan (magazine), 17–18, Canada, 12–14 57–58 Complex Media, 64–66 Cost, and customer loyalty, xv Concern for customers, 16 Crate and Barrel, 221–222 Cone Communications, 174 Creative destruction, xii “Confessions” series, 41 Creativity: Congruency: expressing, 69 of brand and company, 61–62 and gimmicks, 191–193 and marketing, 174–176 in social media marketing, Connections, building, with 229–230 consumers, 231–232 Crohn’s disease, 4 Consumerist.com, 86 CrossFit, 219 Consumer perception: Crowdfunding: and branding, 212–213 established brands use of, and sharing on social 129–131 media, 243–244 of failed products, 132–135 BINDEX 09/12/2017 1:17:22 Page 288

288 INDEX

Curry, Steph, 4 Dannelly, Devan, 170–173 Customers, selecting images that Dao, David, 266–267 represent, 97–99 Data, proper use of, 27 Customer complaints, responding Data collection: to, 81–82 to guide marketing strategies, Customer feedback, responding 195–197 to, 206–208 and innovation, 182–183 Customer loyalty, xv–xvi at Target, 27–28 becoming a habit for customers, Daycare centers, viral posts 15–16 from, 181 for Chuck E. Cheese, 95 Dear, Matthew, 213 at LEGO, 123–125 Debriefing, after team-building and unhelpful employees, exercises, 55 259–260 Debt, and crowdfunded products, Customer loyalty programs, 132–133 251–253 Decision making, by leaders, 19 Customer relationship management Delivery: (CRM) software, 25 customer service during, Customer service: 146–148 after unexpected problems, food, 203–205 142–145 as part of customer experience, of Apple, 162–163 72–74 during delivery, 146–148 Delta, 265 Clint Greenleaf on, 4 Design Lab collection, 84 at Hammacher Deutsch (marketing agency), 193 Schlemmer, 104–107 Digiday, 41 online reviews as publicized, 279 Direct-to-customer selling, at public nature of, xii–xiii Tesla, 126 as responsibility of all DirecTV, 214 employees, 72–74 Dirty Jobs, 10 at Tesla, 127–128 Disclosure, in paid promotions, 83–84 D Disney, 26, 27 Dakota Access Pipeline Disruption, xii, xiii, 42 protests, 117 by Amazon, 275–276 BINDEX 09/12/2017 1:17:23 Page 289

Index 289

in print media, 223–225 Environmental impact, of ripple effects of, 194–197 products, 20 Doctors, responses to customer Environmental Protection Agency complaints by, 81–82 (EPA), 149 Domino’s Pizza, 15–16 Environmental responsibility, at “Donald Trump Is Gaslighting Patagonia, 21, 22 America” (Duca), 117 Escape rooms, 53, 54 Donnelly Ford Lincoln, 150 Ethical practices, xiii Dove, 231 effort required for, 273–274 Dress codes, of airlines, in marketing, 33 265–266 at Patagonia, 21 Duca, Lauren, 117 at PepsiCo, 111 at RadioShack, 85–86 E and vendor partners, 234–235 Eat24, 204 Evans, Sean, 65–66 Eberhardt, Jennifer, 240 “Everyday Grillers,” 195–196 Edginess, brand, 17–18 The Everything Store (Stone), 276 Edison Research, 195 Exploding Kittens (game), 100 Educational campaigns, at Explore Media, 113 Patagonia, 21 Effort: F and achieving solutions, Facebook, xii 238–240 data collected by, 28 and ethical practices, 273–274 Gatorade’s use of, 76 Electric car industry, 194–195 gift scams on, 244 Email subscriptions, fake urgency privacy of information posted in, 209–211 on, 81–82 Employee retention, 7–8 FaceTune, 78 Employees: Failure, fear of, 275–277 treatment of, 241–242 Fake news, 201–202 unhelpfulness of, 259–260 Fake reviews, 177–179 Engelbracht, Petrus, 191 False advertising, by PepsiCo, Entertainment, at Chuck E. 110–111 Cheese, 94–95 F.B.I. (Federal Bureau of Entrepreneurs, hubris of, 25 Investigation), 53 BINDEX 09/12/2017 1:17:23 Page 290

290 INDEX

Fear of missing out (FOMO), 43 FunnyJunk, 102 Federal Trade Commission, 84 Fyre Festival, 47–49 Feedback, from customers, 183 responding to positive, 254–255 G reviews as, 245–246 The Gap, 45–46 Fernandez, Antonino, 201 GapKids, 45–46 Financial industry, privacy and Gatorade, 75–77 security constraints in, 41–42 Gatorade shower, 76 Financial success, xiv Gender bias, in children’s Firehouse Subs, 270–272 clothing, 44–46 Firehouse Subs Public Safety Gendered marketing: Foundation, 271–272 to men, 59–60 Firing, access to branded social successful, 61–63 media accounts after, 86–88 to women, 56–58 FirstWeFeast.com, 64–66 General Electric, 213 FitBit, 132 General Mills, 111 Fitness industry, 218–220 General Motors, 150–151, Fiverr, 177–178 216–217 Flare (magazine), 70 George, Adrian, 59–60 FOMO (fear of missing out), 43 Gervais, Ricky, 65 Food products, branding of, “Gifts,” business cards as, 136–137 110–111 Gimmicks, success vs. failure Forbes.com, 273 of, 191–193 Ford Motor Company, 90 Gino’s Pizza, 15 Founder, as chief executive Girl Guide Cookies, 9–11 officer, 62 Globalization, 21 Fox, Don, 271 Go (cannabis-infused France, employee dissatisfaction chocolate), 90 in, 248 Golden State Warriors, 4 Franchises, and brand unity, Goodlife, 220 270–272 GoodWell, 6–8 Fraud, at Wells Fargo, 155–157 Google, 241 Frequent flyer programs, at Google Home, 26–28 Qantas, 119–120 Gordon, Chloe, 48 Fruit Roll-Ups, 111 Gossip magazines, 17–18 BINDEX 09/12/2017 1:17:24 Page 291

Index 291

GQ Magazine, 67–69 Hockley, Texas, 181 Green Goddess Revolution Homeboy’s Hot Sauce, 65 (Wells), 78 HomePlate Peanut Butter, 3–5 Greenleaf, Clint, 3–5 Homestars.com, 261–263 Green Summit Group, 204 Honda, 150–151 Growth: Hospitality industry, 206–208 managing appropriately, “Hot Ones Challenge,” 64–66 271–272 Hot Ones Hot Sauce, 65 sustainable rate of, 20 “How This Woman Lost 44 Pounds @Grumpy Carer, 50 Without Any Exercise,” 17–18 H “How to Manage Like Willie Habit, becoming, for your Wonka,” 29, 30 customers, 15–16 Hubris, 24–25 “Hack the Museum” (UnPodcast Human Resources departments, episode), 198 138–139 Hadid, Bella, 48 Human Rights Tribunal of Hagi-Yusuf, Jama, 138 Ontario, 138 Hamm, Mia, 76 Humor, inappropriate, 226–228 Hammacher Schlemmer, 104, 105 Harrison, Scott, 184–187 I Hart, Kevin, 64–65 Images: Hashtags, as brands, 153 online theft of, 39–40 Haskell, Chip, 113 releases from subjects for, 32–33 Hassan, Carla, 76, 77 as representations of customers/ Hated brands, using, 24–25 market, 97–99 Headline writing, 158–160 Indeed.ca, 138 “Healthy,” marketing food products Indiegogo, 129, 135 as, 110–111 Influencers, paid promotions High Love, 90 by, 83–84 Hiring: Infusionsoft, 24–25 impression made by company Inman, Matthew, 100–103 when, 138–139 Innovation: at Museum Hack, 199 by Amazon, 275–276 Hi-Tech, 274 and data collection, 182–183 BINDEX 09/12/2017 1:17:24 Page 292

292 INDEX

Innovation (Continued) KitKat, 254–255 in education, 169 Kiva, 129 and fear of failure, 277 Kraft/Heinz, 140–141 for innovation’s sake, 216–217 Kramer, Alison, see Stratten, Alison preparation of customers (née Kramer) for, 203–205 Instagram, 78, 83–84 L Integrated Wealth Securities Lakshmi, Padma, 65 Limited, 139 Las Vegas, 209 Internet, and customer service, Laziness, at ADT Canada, 12–14 xii–xiii Leadership, at Patagonia, 19–23 Investors, on crowdfunding Leading by example, 19 platforms, 134–135 LeapFrog, 35 iPhone, adoption of, 24–25 Legalization, marijuana, 89–90 LEGO, 123–125 J Le Meur, Loic, 127 Jacob, Alice, 45–46 LGBTQ community support, Ja Rule, 47–48 175–176 Jenner, Kendall, 48, 175 Liberia, 185 Jobbins, Hunter, 254–255 Life-threatening scenarios, as team- Johns, Becky, 219 building exercises, 53 Jordan, Michael, 76 Listening: Justice Burger, 236–237 to broader market, 188–189 JWT, 193 to negative reviews, 278–280 to positive social media post- K ings, 254–255 Karnatz, Hilary, 232 Local organizations, charities part- Kellogg’s, 9, 219 nering with, 186 Key and Peele, 65 Logistics: Kickstarter: importance of, 47–49 established brands use of, for start-ups, 142–145 129–131 Logos, 1–2 failed products on, 132–135 Lord & Taylor, 84 Kidz Bop, 34–35 Loyalty program, at Qantas Kingford Charcoal, 195–197 Airways, 119–120 BINDEX 09/12/2017 1:17:24 Page 293

Index 293

Lütke, Tobias, 234–235 Melt Bar and Grill, 121–122 Lynch, Loretta, 118 Melt Challenge Hall of Fame, 122 Melt Tattoo Family promotion, M 121–122 Macchio, Ralph, 116 Men, marketing to, 59–60 MacDonald, Andrew, 136–137 Mercedes-Benz, 90 Mann, Jennifer, on Coke Freestyle Merchandising, at The Oatmeal, machines, 183 101–102 Manning, Peyton, 76, 214, 215 Merriam-Webster, 166–167 Marijuana industry, product Midnight (cannabis-infused naming in, 89–90 chocolate), 90 Market: “Millennial Rant,” 158–160 as driver of brands/technology, Minipops, 34, 35 24–25 Misinformation, in media, selecting images that represent 201–202, 223 the, 97–99 Mistakes, taking responsibility technology ahead of the, 26–28 for, 127–128 Marketing industry, financial Mobile phones: vs., 41 adoption of iPhone, 24–25 Marketing materials, releases for opinions on, 180–181 images used in, 33 using technology of, 249–250 Marketing United Conference, 9 Model S (Tesla), 128 Marketplace, 178–179 Model X (Tesla), 128 Market research, guiding Monday after the “Big Game” marketing strategies Holiday petition, 140–141 with, 195–197 Money management, by Markwell, Lauren, 145 charities, 186 Martin, Andrea, 12–13 Moniz, Amanda, 95 Matheson, J. Sandy, 139 Motivation, crating opportunities McCourt, Charlotte, 10, 11 for, 218–220 McCourt, Sean, 10 Munoz, Oscar, 267 McDonald’s, Coke Freestyle Museum Hack, 198–200 machines at, 182 Music Business Worldwide, Media, changes in, 223–225 34–35 Mehta, Sumukh, 67–69 Musk, Elon, 126–128, 196 BINDEX 09/12/2017 1:17:25 Page 294

294 INDEX

N Oliver, Bobby, on data collection, Naked Juice, 110–111 182–183 Naming, product, 89–90 Olympic Committee, 152, 153 National Geographic for Kids, 116 Olympic Games, 152–154 National Guard, 53 Omnicom Group, 174 National Speakers Association, 3 Online theft, 36–40 National Wildlife Federation, 102 Ott, Gilbert, 188–189 Nature Genetics, 257 Overland, Haley, 70–71, 223 Negative feedback, responding to, 81–82 P Neighborhood social networks, Packaging, at start-ups, 143 238–240 Paid promotions, by influencers, NEK1 (gene), 257 83–84 Newsjacking, 29–31 Paid reviews, 177–179 News stories, in Teen Vogue, Pandora, 259–260 116–118 Papa John’s Pizza, 214–215 Newton, Jesse, 104–107 Parcells, Bill, 76 New York Police Department, 53 Parents, as customers of companies “Next big thing,” xv aimed at children, 95 Nextdoor, 238–240 Parent-shaming, 180–181 Niche products, 34–35 Parker, Bella Grace, 4 Nike, 37 Parker, Gary, 185 1906 (company), 89–90 Partnering, with local Ning site, 40 organizations, 186 Note7 phone, 79–80 Patagonia, 19–23 NPD Group, 21 Pause (cannabis-infused Nummies, 142–143 chocolate), 90 Nutritional Business Journal, 273 Peanut butter, 3–5 Nutritional-supplement indus- Pebble (company), 132–133 try, 273–274 Peloton Cycle, 219, 220 Nylon and Nylon, 84 Pence, Mike, 117 PepsiCo, 110–111, O 175–176 The Oatmeal, 100–103 Permission, for using digital Okotoks, Canada, 114–115 content, 36–40, 102 BINDEX 09/12/2017 1:17:25 Page 295

Index 295

Personal branding: Production issues, with crowd- repairing mis-steps in, funded products, 133–134 108–109 Product quality: with social media, 67–69 for Fyre Festival, 47–49 Personal life, business life vs., at Samsung, 78–80 243–244 Products, naming, 89–90 PetSmart, 249–250 Product safety, at Samsung, Philips, Lacy, 215 79–80 Photographs, obtaining releases Project MinE, 257 from subjects of, 32–33 Public behavior, of company Picardi, Phillip, 117 executives, 215 Pink-washing products, 56–58 Purdue University, 169 Pinto, 90 Pitons, 20 Q Plagiarism, in advertising Qantas Airways, 119–120 campaigns, 112–115 QR Codes Kill Kittens (Stratten and Polarizing decisions, making, Kramer), 108 97–99 Quality, at Patagonia, Pole, Andrew, 27–28 21–22 Political content, in Teen Quotations, credit for, 36 Vogue, 116–118 Pooptastrophe, 104–107 R Power, Lynn, 193 Racism, on social media platforms, “Pregnancy prediction” score, 239–240 27 RadioShack, 85–88 Pregnant women, marketing to, Rapaport, Michael, 65 by Target, 27–28 Rather, Dan, 117 Present (cannabis-infused Razer, 226–228 chocolate), 90 Referrals, asking for, 136–137 Print media, 223–225 Refusing projects, Matthew Inman Print-media industry, digital on, 102–103 innovations in, 70 Releases, for images in marketing Privacy: materials, 32–33 of information, 42 Replacement products, at on social media, 81–82 LEGO, 123–125 BINDEX 09/12/2017 1:17:26 Page 296

296 INDEX

Responsibility: Sales Cloud, 136 for customer service, 72–74 Salespeople, in automotive and leadership, 19 industry, 151 for mistakes, 127–128 Salt Lake City, Utah, tourism Résumé, personal branding on campaign for, 112–114 your, 67–69 Samsung, 78–80 Returns: San Carlos, California, 127 at Hammacher Schlemmer, 107 Schatzberg, Peter, 204 at Patagonia, 21 Schnautter, John, 215 at Sears, 146–148 Schumpeter, Joseph, xii Reviews: Seamless, 204 on Amazon, 275–276 Search engine optimization asking for, 261–263 (SEO), 101 dealing with negative, 278–280 Sears, 146–148 fake or paid, 177–179 SEAT, 57–58 optimizing, 245–246 Security, of online information, 41 Reynoldsburg, Ohio, 86–88 Segal, Gordon, 221–222 “Right to disconnect,” 248 Sensory Sensitive Sundays, 95–96 Risks, fear of taking, 275–277 Sephora, 91–92 Roberts, Jeremy, 72–73 “A Serious Health Scare Helped Me Robitussin, 59–60 Love My Body More Than Rolling Stones, 35 Ever,” 18 Ronald’s Donuts, 191 Service departments, automotive, Roomba, 104–107 150–151 Ross, Bob, 64 Sexual harassment, 62 Ross, Pam, 219–220 Shahidi, Yara, 118 Rouse, Vani, 251 Sheppard, Dax, 65 Rowe, Mike, 9–11 Shipping issues, with start- Rubio, Sarah, 81–82 ups, 142–145 ShopArtTheft, 38 S Shopify, 233–235 Safety, product, at Samsung, 79–80 Silos, in branding and customer St. Ives, 231 service, 72–74 Salary ratios, 7 Sirius XM, 35 Sale prices, at RadioShack, 85–86 “Slacktivism,” 257 BINDEX 09/12/2017 1:17:26 Page 297

Index 297

Small-batch messaging, for Sorenson, Robin, 271–272 established brands, 130–131 SoundCloud, 213 Smith, Danielle, 38–40 South Bend, Indiana, tourism SnapChat, 78 campaign for, 112–114 Social media: South by Southwest (SXSW), 53 activism on, 256–258 Southwest Airlines, 268 attempting to control, 152–154 Spokespeople, 214–215 building an audience Spotify, 229–230 through, 101 Sriracha Hot Sauce, 101 examining your reasons for Standing Rock Sioux, 117 using, 41–43 Starting a business, 221–222 helping other people with, Start-ups, logistical problems 50–51 for, 142–145 personal branding with, 67–69 Steinem, Gloria, 118 responding to positive, 254–255 Stenberg, Amandla, 118 sharing on, as personal Stone, Brad, 276 branding, 244 Stories, and your logo, 2 and spread of fitness informa- Stratten, Alison (née Kramer), 72, tion, 218–219 108, 130, 136, 151, 156, spread of stories on, 201–202 177–178, 191, 229, 256 Social media accounts, fired Stratten, Scott, 72, 108, 130, 136, employees’ access to 151, 156, 177–178, 191, 229, branded, 86–88 256 Social-media control center, Streisand, Barbra, 35 76–77 Stumpf, John, 155–157 Social media marketing: Subscription programs, 186–187 creativity in, 229–230 Success, financial vs. business, by Museum Hack, 200 xiv–xv Social networks, neighborhood, Suffering of others, and marketing, 238–240 29–31 Social responsibility, millennials Super Bowl, 140–141 and, 174–176 Surveys, honesty of respondents Solutions, effort required to on, 196 reach, 238–240 Survival Systems USA, 53 Sorenson, Chris, 271–272 Suter, Marie, 117 BINDEX 09/12/2017 1:17:27 Page 298

298 INDEX

T Toronto Transit Commission Target, data collection at, (TTC), 97–99 27–28 Tourism campaigns, 112–115 Teams, successful, 52 Trade, globalization of, 21 Team-buillding exercises, 52–55 Transparency: Teamwork, importance of, 200 in business operation, Technology(-ies): 203–205 adoption of hated, 24–25 in changes in business policies, market’s readiness for, 26–28 164–165 understanding, prior to use in charity donations, 256–257 of, 249–250 for companies using using, to show impact of crowdfunding, 135 charities, 186 at Patagonia, 21 Teen Beat, 116 Travel + Leisure, 198 Teen Vogue, 91, 116–118 TripAdvisor, 207 The Terrible and Wonderful The True Cost (film), 38 Reasons Why I Run Long Trump, Donald, 117, 167 Distances (cartoon), 101 Trurating, 246 Tesla, Inc., 126–128, 194–195 Trust: Tesla, Nikola, 102 building, in charities, 185–187 Theft, of digital content, 36–40, and customer loyalty programs, 102 251–253 Thinx Panties, 61–63 violations of, by banks, Three Jerks Jerky, 130 155–157 Time, Inc., 223–225 Twelve South, 163 TinEye.com, 39 $20 Million & Change fund, 22 Today’s Parent, 70 “21 Under 21” list, 118 Tommee Tippee, 50–51 Twitter: Tools for Activists conference, Gatorade’s use of, 76 21 helping other people with, Top-stories feature (Twitter), 29 50–51 Toronto Ballet, 97–99 Merriam-Webster on, 166–167 Toronto Football Club, 97 references to Olympic Games Toronto Raptors, 97 on, 153–154 Toronto Sun, 251–252 top-stories feature of, 29 BINDEX 09/12/2017 1:17:27 Page 299

Index 299

U V Unexpected, doing the, Values: 140–141 constant updating of, Unexpected issues, managing, 276–277 142–145 of consumers, 231–232 United Airlines, 30–31, at Patagonia, 21–23 264–269 The Vegas30 (podcast), 112 “United Breaks Guitars,” Vendor partners, and ethical 267–268 practices, 234–235 University of Florida, 75 Vertical integration, at Chuck University of Kentucky, E. Cheese, 94 170–173 Viral content, creating, UnMarketing (company), 89 158–160 UnMarketing (Stratten), 256 Virgin Atlantic, 189 UnMarketing, simplification Vision and Values Statement championed at, 240 (Wells Fargo), 156 UnPodcast, 31, 60, 85, 108 Volkswagen: guests on, 184 emissions scandal at, Museum Hack on, 198 149–150 socks sold by, 233–235 logo, 2 “An Unprecedented Episode” (UnPodcast episode), W 184 Warren, Elizabeth, 156–157 UnSelling (Stratten and Washing machines, Samsung, 80 Kramer), 130, 136, 151, 156, Washington Post, 102 177–178, 191, 229 Water, access to clean, Urban Outfitters, 37, 185–187 175–176 Watts, Shannon, 265 Urgency, fake, in email subscrip- Webster, Tom, 195 tions, 209–211 Wegmans, 241–242 U.S. Food and Drug Administra- Wells, Mel, 78–79 tion, 257, 274 Wells Fargo, 155–157 U.S. presidential election of 2017, Welteroth, Elaine, 117 116–118 “We Move You” ad campaign, Ustream, 77 97–98 BINDEX 09/12/2017 1:17:27 Page 300

300 INDEX

Westjet, 268 World Autism Day, 96 Why Nikola Tesla Was the Greatest Worn Wear College Tour, 21 Geek Who Ever Lived (cartoon), 102 Y Wilde, Oscar, 36 Yelp, 73, 82, 278–280 Wilder, Gene, 29, 30 Yla, Lucas, 191–193 Women, marketing to, 56–58, YouTube, marketing via, 64–66 61–63 Work–life balance, 247–248 Z Workplace environment, creating a Zano Nano Drone, 133–134 positive, 241–242 Zara, 36–38 BINDEX 09/12/2017 1:17:27 Page 301 BINDEX 09/12/2017 1:17:27 Page 302 BINDEX 09/12/2017 1:17:27 Page 303 BINDEX 09/12/2017 1:17:27 Page 304