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REPORT

The ‘ignorance’ industry: hysterical or horrifying?

In an era of information overload, 'outrageous and provocative’ virals can help brands cut through the clutter. At the same time audiences may find these high-risk, high reward brand strategies either ‘hysterical or horrifying.’

Location Global

Scope
In an age of 24-hour news cycles and the ‘echo chamber’ of Twitter conversations, the popularity of the ‘outrageous and the provocative’ is continually on display in the hostilities of talk shows and the blogosphere. Brands may explore the murky waters of the ‘ignorance’ industry, in order to to cut through the clutter of a constant assault on sensibility. Dipak Nayar evaluates the merits of high-risk, high reward brand strategies which consumers react to as ‘hysterical or horrifying’ in an era of misinformation.

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US Midnight talk radio show, Coast ...

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