"Chance Change"
Chance for change is a constant in the 1990s. New research indicates that the strategies that appear to be the most effective in bringing about that change — targeted media coverage and awareness campaigns — can only work when they are taken seriously. As an example of how straightforward a strategy this is, consider the impact of a leading global brand that decided to push their strategy through big changes in brand perception and high visibility campaigns. Their successful campaign, "Floor with a TV and a Pillow," was highly visible and shared widely on Twitter. How did they get the image of the giant TV out into the public's consciousness? By getting bloggers to name their own price — say, "the price of fame."*
