In order to attract new customers, followers, and fans try something a little outside of the brand’s comfort zone. A slightly unorthodox marketing approach can open up new channels for reaching consumers and reinvigorate the overall brand. The key is to not fall victim to the “latest and greatest” fad. Just because everyone is buzzing about a new marketing strategy or technology platform, doesn’t mean it makes sense for you brand to jump on the bandwagon. Before you devote the time, energy and money, evaluate your marketing strategy and identify your objectives. If your best answer is, “everyone else is doing it,” rather than “this is a smart approach for my brand,” then it probably doesn’t make sense.