S6E06 - Lead Balloons: When Negative Brand Names Work

This week, we peek into the emerging world of influencer marketing. Today, the most popular social media Influencers aren't celebrities, they're regular people. Bloggers, Instagrammers, YouTube stars and Snapchatters have amassed millions of followers, promoting products using only the trust of their fans as currency. We'll look at a single YouTube review that shot Patti Labelle to the top of the baking industry, why J.K. Rowling only needed seven people to promote the biggest movie attraction of the year and exactly what happens when influencers break the trust of their loyal followers. It all comes down to integrity and transparency.

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