Comments on: Borrowed Interest Ads Are a Waste

By: Barrett Rossie

Barrett Rossie — Wed, 06 Apr 2011 23:46:46 +0000

Martin, what bothers me most is when brands piggyback onto issues that are inappropriate by any measure: Kenneth Cole using the Egyptian protests to promote online sales. Groupon using China’s suppression of Tibet to sell restaurant coupons. This is borrowed interest taken to a new low, and it stands out all the more in the age of interactive communication.

By: Borrowed interest: Elvis Presley – Nat Whitten Continued

Borrowed interest: Elvis Presley – Nat Whitten Continued — Fri, 01 Oct 2010 17:18:18 +0000

[...] Elvis? Why indeed. Borrowing interest from a celebrity to gain attention for your product is frowned upon when creating communications, [...]

By: BNET Intercom » The Role of “Borrowed Interest” Advertising on BNET

Tue, 03 Jul 2007 13:45:06 +0000

[...] The borrowed interest tactic may seem clever, but some marketing mavens thinks it’s a recipe for mediocrity. When every other company is “borrowing” from the same interest in a particular event, how can you expect to differentiate your firm? That’s the point Martin Jelsema makes on The Branding Blog: […] Borrowed interest just means thereâ€™s no real value in the product or service you offer, or at least the [advertising] agency people couldnâ€™t find it, or were more concerned with a â€œcreativeâ€ portfolio that might impress other ad people. But why on earth would the advertiser approve it? [...]