There are some enterprises in which a careful disorderliness is the true method.
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Log Date
There are some enterprises in which a careful disorderliness is the true method.
Follow @jaybushman
Quote post
Agencies and clients alike often talk about viral marketing as if its something we choose to create. We describe viral as if its an inherent quality we can design into our campaigns, or a deliberate strategy we can execute on. But for the handful of viral campaigns that explode into cultural phenomena each year, hundreds of other efforts have little or no impact at all. In spite of this, we often continue to insist that we know how to make things viral, while also reassuring ourselves that some efforts just catch on better than others.
Unless we want to spend another year burning time and resources in the pursuit of that belief, its time to accept a difficult truth: viral isnt a quality that we, as marketers, have the power to bestow. In fact, viral isnt an inherent trait that advertising can have at all. Viral isnt what a marketing campaign is, but how that campaign spreads. And when a campaign does achieve viral propagation, its not simply a function of what we do as designers and planners. Instead, its a function of deliberate choices that each consumer makes about what is worth sharing and why.
