I'm struck by the number of brands that insist on attempting to bolster their customer base with ridiculous visual chiches. Shouting from the rooftops, really?

 See Dunkin Donuts Coffee Commercial:

Funny then how Rachael Ray, the spokesperson hired to shill DD coffee, torpedoed Dunkin Donuts authenticity when she was quoted saying: "What is this shit!? Give me MY coffee" at a promotional event. Cue millions of clicks as Rachael Ray fans scour the web looking to see what her favorite coffee REALLY is.

Again, the day of the "Key Message" is over. You can always start with a Key Message, but you must be prepared for the Brand Conversation that follows. Also, best be sure your brand advocates are actually advocates.