April 1st branding: A fool’s errand?

April 1st branding: A fool’s errand? View Gallery

Every April 1, marketing and PR people cook up wheezes in the hope of getting their brands noticed. But is there any point?

With the advent of social media, more and more brands are launching their own April Fool’s pranks in an attempt to get some free publicity. While many attract media coverage, it is unlikely that the brands enjoy much of a tangible result from them.

However, they can be good for building brand awareness, according to Laura Bergin, marketing manager for Dublin department store Clerys, which has a great track record in tricking fools on...

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