Yes, David Bowie is Dead But Your Brand Should Not Care

David Bowie was a great musician, whose music will live on for a long time. Because he was such an iconic figure, there has been unleash of public tributes I don´t remember encountering since Lemmy died. All of those public tributes I can understand. The death came as a surprise and people want to showcase their empathy in social media.

However what made me sick this:

crocsbowie

Real-time advertising can be valuable tool, but you should remember the following rules:

1) Just because everyone is talking about it, that does not mean they want you to join the conversation. If you don´t have anything valuable to add to the mix, stay away.
2) If your product is not relevant to what is happening do not jump on the bandwagon (Jack Daniels works with Lemmy, ugly rubber boots not necessarily that well with Bowie)
3) If you have to jump on bandwagon (when in doubt: don´t jump) at least be respectable

Milk and Lemmy don´t necessarily mix that well, but apparently you can do that with a good taste and respect.
4) Generally it is easier to create real-time content on happier topics than death.
5) If what you are doing feels that it makes you a jerk, that is a strong indication that you should not be doing it.

And don´t even start with “every publicity is good publicity”-bullshit, although Crocs Facebook page has not probably gotten this much traction in a long time.

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