Primark announced today that it won't set up a Facebook group. Why is this a story? An existing Facebook group - "The Primark Appreciation Society", set up by Oxford Broookes student Sophie Bellchambers - is deemed by Primark to be "...of far more value than anything we could do."
Primark recognise that independent advocates have more credibility than official campaigns. This is part of the 'Open Brand' trend that is both terrifying and exciting: get it right and your customers will promote you for nothing, but get it wrong and your errors will be spread far and wide.
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