Gareth posted a blog response to an adweek article about measuring viral success, something Faris calls idea multipliers. I like the article and the comments because they tear apart the old school model of advertising that is based on persuasion. It goes hand in hand with the idea that communications firms should be innovating, and calls for the need "to stop using research like drunkards use lampposts - for support, not illumination."For me a brand or product resonates when it's authentic. That means "being immersed in the cultures they want to engage," or "playing a part in adding to or evolving this culture."
Going viral or finding a smart content distribution platform can be important but finding a way to manufacture viral diminishes the authenticity of the message. As online content continues to grow and overtake traditional media I think we'll continue to see brands intertwining themselves in culture so they are part of the experience instead of someone who is just commenting on it.
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