Be the brand

July 2, 2010

In the 1980 movie, Caddyshack, Ty Webb (Chevy Chase) gave advice for improving at golf: Forget everything else and “Be the ball.” This week, actor Ashton Kutcher applied the concept to branding.

The upstart snack food company Popchips, Inc. has named Kutcher President of Pop Culture at the company. Rather than appearing in commercials which the new company will be unlikely to afford, they will be launching a social media campaign presumably with Kutcher at the center of the effort. Kutcher appears to be an enthusiast of the company and would also like to participate in the upside if the campaign is a success.

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