Long gone are the days when a brand could totally own its message. Here’s an interesting example of how a cause’s message can be co-opted in ways that are antithetical to the cause’s intent. In this case “Occu-Pie” seems to have tongue firmly in cheek but the net impact is dilutive – it’s an example of opportunistic commercialism of a movement that is largely about anti-commercialism. You can choose to ignore these ‘distractions,’ take them head on, or try to deflate them by joining in on the joke. You can also try direct engagement and try to rope them into the conversation more directly. Who knows? You might get a few pies out of it.


I’d like to see a campus cop try to get in between me and MY PIE. It would look something like this.


Finally, a protest I can really sink my teeth into.