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The Hollywood Reporter quotes a Gaga spokesperson who explains the sleeper-hit strategy was intentional, with screenings centred round a major Tokyo cinema, leading to packed theatres and mushrooming buzz.
Whether the strategy was intentional or not, Gerry McCusker, who has written a book on public relations disasters, believes Kraft's experience with iSnack 2.0 will become a useful case study in using controversy to "cut through the clutter" of the marketing space.
He distinguished between deliberate strategy, which is intentional, and emergent strategy, which is not based on an original intention but instead consists of the company's responses to a variety of unanticipated events.
This strategy to gain attention is intentional.
This "quiet power" strategy, as Houston described it, is intentional.
And that is intentional.
(The lowercase is intentional).
Perhaps that is intentional.
This is intentional.
Nor is intentional contact.
The oddness is intentional.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com