If you want to make a product more popular, make it more visible. Jo Malone, a small British perfume brand (also the name of its founder), wanted to crack the lucrative U.S. market. These days, Jo Malone is a part of the $32B beauty conglomerate Estée Lauder. But when it first tried to expand into the U.S. it was… a niche brand, to put it politely. And they had the marketing budget to match: $0 dollars. But Jo Malone managed to turn that $0 marketing budget into an asset that catapulted the...