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The Pleasures and Perils of Social Media: A Case Study

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Eun-Kyong Baek, Senior Lecurer, Design Management and Innovation, De Montfort University, UK


The rapid exploitation of social media in recent years has made it easier to build a brand story through the efforts not just of the organization that owns the brand, but also of its customers. UK-based Innocent Drinks was well-positioned to reap these benefits - from the company's beginnings, it had sought the advice and opinions of its customers. But now the company is 10 years old and one of Britain's fastest-growing food and drink businesses. When McDonald's and Coca-Cola come calling, how will ""the Earth's favourite little healthy food company"" answer? And what are Innocent's health-conscious customers likely to say about it? This is a case study about the benefits and perils of listening to your fans.




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Social Media, Case Studies in Design, Branding, Identity Design

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