From Ad Age: {link no longer active}

“For brands taking the initiative, it’s paying off. We’re seeing that in the buzz numbers,” he said, citing much-talked-about campaigns such as Microsoft’s “Laptop Hunters” series and KFC’s promotion with Oprah Winfrey. “[The numbers] indicate that those people who are being risk takers have the potential for a big payoff.”

What is the common theme between those two campaigns and other successful ones from brands such as Best Buy?   Value, value, value.

These campaigns were initially criticized for focusing too much on the bargains consumers were told they would get with these brands, but it seems like it s paying off.