I liked this article! The need to balance precedent-setting, risky new maneuvers with relevant messages that enhance and/or grow the brand should not be ignored. The Vitamin Water ads in last year's
Super Bowl, for example, went too far away from the brand, which left me wondering what the point of the ad was. Points for taking a risk, but should they really have left a consumer confused about
their product??
The point is that Webisodes need to balance the cool, new storytelling opportunity with something that is on point and ultimately does the brand and product some good in some
way.
P.S.: Some mornings I wake up feeling old. Then I look at the Stones -- who are actually older than my parents -- and I feel better