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?
Quick: When you think of Old Spice, do you think of aftershave and gift-boxes with cheap cologne in them? Or do you think of bodywash? A year ago, the latter would have been absurd. Not anymore, thanks to the wildly successful ad campaign starring Isaiah Mustafa.
If you're addicted to crafting the perfect 140 character tweet haiku, you can thank--or curse--Twitter creator Jack Dorsey. The former taxi, courier and emergency services dispatcher--and current Twitter chairman and CEO of credit card payment company Square--believes there's a universe in every tweet and that less can lead to so much more.