Aligning your brand with that BIG thing.
There’s that turning point, the high water mark, where the cool gets lost and becomes pedestrian, when that concert, or venue, becomes a little too polished. Watch out. Danger zone.
This New York Times writer says SXSW has reached that line in the sand and jumped over. You’re paying millions for creative and brand placement. What are you going to do when the event you’re counting on goes “south”?