Learning From 'The Break-Up': 4 Steps to Better Customer Relationships

Author:
Kara Trivunovic
Source:

I wonder how many marketers have ever heard of or come across "The Break-Up." If you're reading this and immediately associating the title with that of the Jennifer Anniston/Vince Vaughn romantic comedy, entitled with a similar name, you would be mistaken. I'm referring to a very witty two-minute YouTube clip developed approximately five years ago that does a great job of putting a consumer's frustrations with an advertiser into real-world context that is still being echoed among many of us today.

Just to give even more context, the clip opens with both consumer and advertiser regrouping over lunch. The conversation is very matter-of-fact with the consumer laying her cards on the table with an advertiser with whom she's placed a level of trust in - to represent her (voice or brand) appropriately - not to mention the advertiser's banter is just genius. The consumer does an excellent job of conveying some very specific...

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