Cyberbranding: Brand Building in the Digital Economy

Getting Cyberattention the “Traditional” Way

Getting cyberattention the “traditional” way means a unique mixture of communication vehicles, even if the brand’s existence is completely online. Letstalk.com launched its campaign with a focus on guerrilla marketing, which is the term coined by Jay Conrad Levinson describing marketing events that are more theatrical, shrewder, and less expensive than the conventional communication strategies.^[7] As an online retailer of wireless phones, Letstalk.com created a national buzz with what its agency referred to as an “alternative” plan. As a part of a guerrilla marketing effort, the company created a pseudopolitical campaign, with a fictional character by the name of “Uncle Cell,” for the purpose of reaching ...