Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Customer Obsession Inspire customers to champion your brand "DON'T MESS WITH TEXAS" was so effective that it became part of Texan culture and the challenge became keeping the slogan connected to its original purpose. To ensure this, the litter campaign relies on celeb- rity endorsements from Texan stars like Matthew McConaughey, Jennifer Love Hewitt, George Foreman, Owen Wilson, the rapper Chamillionaire, and Chuck Norris. 112 If you knew the Chuck Norris jokes, you'd surely stop littering: · Chuck Norris doesn't do push ups, he pushes the world down. · Chuck Norris can kill two stones with one bird. · Chuck Norris doesn't wear a watch, he decides what time it is. · Chuck Norris doesn't sleep. He waits. The celebrity messages keep the slogan in the limelight, but it can be even more insightful (if not shocking) to observe the user-generated videos on YouTube. One video features a young man assembing a rifle in a park. When he spots a kid littering, he takes the shot and the credits denote, "Don't Mess With Texas." The user who made the video, firedragon15309, explains, "This is [an ad] that I made for a competition last year. It got disqualified . . ."40 Really? What a shocker. The user also notes that Matthew McConaughey was a judge and this video was allegedly his favorite.

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