In this excerpt from his new book "The Thank You Economy," author Gary Vaynerchuk turns a critical eye to the Old Spice Man marketing campaign. What did the brand get right? And what didn't work at all?
Do brands really create value? Will Old Spice's tornadic viral campaign and sudden "influence" improve Procter & Gamble's bottom line? Actually a number of events and trends have conspired like a perfect storm over the last several years to put brands and their stewards on the hot seat.