Do publicity stunts help or hurt brands?

A crypto entrepreneur bought a banana taped to a wall for several millions. Jaguar launched a widely watched advertisement that confused and irritated the fans. Zomato announced a new position that got 18,000+ applications, even though the selected candidate would have to pay $25,000 to join. In this debate, we analyse the short and long term impact of publicity stunts.

Do they work?

If yes, under what conditions?

When does publicity become toxic?

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