I'd recommend zero equity brand strategies for the simple reason that marketers who know how to run risky brands are too rare to form the basis of a strategy. If you happen to hire one of these rare people the risk taking should be tailored to their individual strengths
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Outrage etc. are tactical elements in particular marketing situations. How much you play with that particular fire depends on how skilled you are at handling that particular pattern of risk exposure.
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"brand equity is proportional to brand risk" Pithy, and stolen. I owe you a coffee for that sometime.
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