When Your Ad Tactics Don't Fit Your Brand

It's a common mistake advertisers makefalling in love with a novel idea and force-fitting it (or not) to the overall strategy for their brand

In 2004, Oprah Winfrey made a big splash when she gave away a new car to every member of her studio audience. You probably have some memory of that event and the nearly 300 deliriously happy audience members. The giveaway was yet another feather in Oprah's cap (BusinessWeek.com, 12/23/04) and proved to be a brilliant brand builder for her. But do you recall the car company that was behind the promotion?

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