Q: Just saw a new Dairy Queen TV ad. The ad starts out with the bell sound that the Ring camera makes when someone presses the button.  Which made me look up and watch the ad to make sure it wasn’t my doorbell.  You think someone’s that clever?  What’s your thoughts on a strategy like that? I assume corporate tones and jingles are protected IP.

A: Tricking the customer is never a good idea. It’s like saying, “Your shoes are untied,” and then when they look down, saying “Fooled you.” It doesn’t create a bond of trust with the customer. Bottom line: It’s a cheap gimmick. – RHW