For several years, brands have provided people with things for free, incentives, gifts with purchase, and all manner of ‘surprise and delight’ offerings to make people happy. Now it seems, consumers aren’t happy when they get something for nothing. As one commentator remarked on Twitter: “We are now scraping the bottom of the barrel of first-world problems.”
While brands will certainly learn from the Apple/U2 incident, I think we could all personally learn something to help avoid a similar calamity in our private lives, from the new perils surrounding the giving of birthday gifts to friendly donations, from over-filled wine glasses to toys in our cereal boxes.
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