Lady Gaga

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

Luxury buyers are a special breed, so their marketing must be, too. Specialized print, websites and influencers they admire all speak to them in ways that, as a new case study on Brand United puts it, display ads can’t do.

Is it true in marketing that all publicity is good publicity? Periodic forays into the land of questionable taste, such as selling what appeared to be a bullet-ridden and bloody Kent State sweatshirt in 2014, haven’t seemed to put Urban Outfitters out of business. So will the Coachella concert officials’ trademark infringement lawsuit against the Philadelphia retailer really make a dent?

Avoid gray walls of type. —David Ogilvy. Today, the communications coin of the realm is the 140-character Tweet. Everybody reads tweets—politicians, celebs, kids, seniors, business people, groupies. The country's most popular Tweeter in 2012: Lady Gaga with 19,341,413 followers. Tweets are fun, punchy, readable and, yes, well written. Twitter users spend time reworking information to make the biggest impact.

The scope of Coke’s vision when it comes to placing a value on their fans is that they can be walking billboards for the brand. Unbelievable. And to be fair, almost every brand thinks this same way: Coke is hardly alone in this line of thinking. The "have our customers tell our stories for us" line is a rallying cry for marketers everywhere to explore the potential of connecting with their brand advocates.

If you’ve spent any time at all on Twitter and Facebook during the last week or so, you’ve undoubtably heard about KONY2012. The campaign by the nonprofit advocacy group Invisible Children centered around Joseph Kony, the Ugandan warlord and leader of the Lord’s Resistance Army, a guerrilla group with a long and violent history that includes the kidnapping of children. With striking and dramatic imagery and Hollywood-style editing, the campaign video presents an utterly compelling message in the age of “social” media: by simply clicking “share,” you can make a difference in the world. And “share” the world did …

And they're off. Justin Bieber fans are on their way to set a Guinness World Record for the teen hearthrob's 18th birthday. The goal is to send the most social media messages in 24 hours. What better gift can you give someone who has everything? Today, Justin Bieber is officially legal. Currently, "#HappyBirthdayKidrauhl" is trending on Twitter. Kidrauhl is one of Bieber's many nicknames. The singer currently is on Twitter, retweeting, following and replying to his fans. Bieber has more than 17 million followers, coming second to Lady Gaga, who has more than 18 million. Fans set up the website, www.happybirthdayjustinbieber.com, equipped with a counter …

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