Over lunch with my son and daughter-in-law last weekend, Paula asked me if I’d seen any of the T-Mobile flash mob videos on YouTube yet, specifically using the name of the company. From a marketing perspective, companies love it when consumers link their ad campaigns so inextricably with a brand name. As the president of Harley-Davidson motorcycles once said: “You know you’ve got brand loyalty when customers tattoo the name of your product right onto their bodies.”

Paula hadn’t merely asked me about flash mob videos in general, but specifically about those T-Mobile ones.   Continue reading →