 Pabst Blue Ribbon similarly attempted to cultivate an apathetic image by deliberately not trying to sell or brand their product, knowing that doing so would have alienated their brand-weary potential customers.The use of viral videos, often unattributed or only indirectly attributed to a brand or company, is also considered a "murketing" technique.The word "murketing", a portmanteau of "murky" and "marketing," was coined by author Rob Walker.