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'Self-brandalism' - daring or desperate?

6 July 2012 Jim Harrison,

Our CEO, Richard Sunderland was featured in the Financial Times today underlining the curious trend of ‘self-brandalism’.

The article, written by Rhymer Rigby, asks if this new trend is a case for the daring or the desperate. While the latest campaign by Go Compare defaces what can best be described as their mascot, Gio Campario, the brand’s acknowledgement of this irritating character has sparked interest on Twitter with many positive reactions.

While most associations with brand graffiti reflect some sense of dissatisfaction, ‘self-brandalism’ sees the potential to turn the act of vandalism into opportunity.

The article is available in the print edition and online from The FT’s website.

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