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Miners Borat Vs. Kazakhstan Miners
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Chilean Miners' Rescue: Should Brands Profit?
 
 The miners are poor, and they've been through hell, so why shouldn't they get gifts from companies? The only part I'm not clear is how their agreement works...if it's really all for one and one for all, then is it fair that the one miner gets the free trip to Graceland? It's like kids - they have to receive equally, otherwise I can see this starting some squabbling! 
Lori Mac - October 15, 2010
 
 What's the overused quote about the Chinese word for opportunity containing that for crisis? No… the other way around. The miner story is one that brands should get behind… if it's right for them. Brands need to keep in mind that showing up at an overexposed, all-things-analyzed event, means those brands' intentions will endure scrutiny. Oakley got as much attention for looking like it was marketing during the event as it did for donating sunglasses to people who genuinely needed them. Win for Oakley? Maybe. Crisis may equal opportunity but opportunity does not equal success. 
Abe Sauer, Brandchannel - October 16, 2010
 
 I don't blame brands as much as I do the media for exploiting the miners' situation. See this latest piece in the New York Times for an example of what I mean: http://tiny.cc/6hp47 
kate baker - October 18, 2010
 
 Linda Kaplan Thaler wrote the following on the Huffington Post ... agree with her comments? "World events shape pop culture, and when you add that magic combination of hope and heroism to a riveting human drama, you have the advertising world's equivalent of the Triple Crown... The miners will generate instant goodwill for any brand they choose to grace. That leads us then to the real question, which isn't so much what products - if any - will win over the miners, but rather how the victors will then harness that considerable marketing power. Simply riding the coattails of fame might yield a change in fortune for a struggling or tired-and-dusty brand in the short-run, but charming consumers isn't the same as captivating them." 
Shirley Brady, editor, brandchannel - October 18, 2010
 
 Brands rely on social conversuasion, that is relevant to their promise and can engage their consumers. Events, such as this one, positive or negative, open opportunity for social conversuasion. Smart brands would keep their antennas tuned for such opps and ride the crest to its fullest extent when it peaks. Oakley did what a smart brand would do leverage their role as a good citizen - was this ever criticized in the past? So why should it now? good for Oakley. 
Ishan Ghosh, Executive Vice President, The Brand Factory - October 18, 2010
 
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