The Word Folly In Advertising

NBB seemed to agonize over the use of the word “folly” in advertising because some members felt that the word had too much of a negative connotation. They felt that the catch phrase would draw negative publicity and hurt the company’s image. Others felt that the phrase was a clever and captured the company’s values and history accurately. The struggle with the decision was overcome through cultural branding and building experience through a stand-alone product (Ferrell & Hartline, 2014).
Cultural branding is branding that attempts to speak to tensions within society (Ferrell & Hartline, 2014). The unique culture of the company is accurately captured with the word folly. The founder of the company is an engineer that quit the high paying