BC Libraries Cooperative: Notification of Privacy Breach On April 25, 2024, the BC Libraries Cooperative notified Emily Carr University (ECU) that the organization had experienced a cybersecurity attack, resulting in a privacy breach. The attack impacted the Cooperative's Integrated Library System (ILS), which provides the ECU Library with various services such as support for managing, cataloguing, and circulating library materials. More info
Conventional wisdom suggests that marketers should play it safe in a polarized culture and focus on potential customers who haven’t yet made up their minds — those in the middle, where the majority of the market is. But brand messaging can be more effective if it targets the subcultures that are strong brand supporters. Using McDonald’s successful fan-driven marketing strategy as an example, the author describes how the propagation effect can leverage existing customers to win over new ones.