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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You might object to this video's content, but it exemplifies the cultural connection made by "Don't Mess With Texas." In comparison to the cry- ing actor, it's pretty clear which campaign is more effective. The Institute of Applied Research suggested that a reduction in littering of 10% would be above average; a reduction of 15% would be remarkable.41 In the five years that followed the launch (1986-1990), litter was reduced by 72%.42 What would it take to convert your customers into advocates of your brand? A cultural connection can have an astounding impact. 113

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