gnarketing
gnarketing: the act of aligning a brand with a less than clean-cut teamrider/spokesperson/hanger-on, to promote the perception that the brand is anti-corporate, alternative, rule-breaking or otherwise just plain cool.
person 1: did you hear sudsy clean bodywash is using john smith in their new commercials?
person 2: you mean the baseball player who hit an unpire in the face with his bat after that lousy call last week?
person 1: yeah, total gnarketing. all the angry guys will be backing that brand now.
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