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Why People Hate Your Viral Marketing

  Viral marketing doesn’t exist unless your content actually goes viral. This is contrary to what countless advertising, production or guerrilla marketing companies will tell you. (Sorry guys.) When a piece of marketing does go viral? It will either burn out fast and furious or enjoy infamy and adulation from its many fans. What separates…
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Do Meta Approaches Work?

  Self-awareness is tricky, especially in pop culture. It creates both paradoxes and unique challenges for content creators. Is total originality a dying art? After all, even “new” television and movie media make constant use of cultural references to drive home a point. (Think Family Guy.) Originality isn’t dead. It has just evolved beyond simple…
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Engaging the Voyeurs

“90-9-1” One of my favorite statistics about communities is the one above which refers to the level of engagement in most online communities. The user break down of the statistic looks like this: 90% lurk, 9% contribute from time to time and 1% are heavily active (or 1% Creators, 9% Editors and 90% Audience). This…
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Real Creativity Occurs in a Box, Not Outside It

  If the web has proven anything? It has proven this simple tenet: Ideas don’t make you creative. Limitations do. Anyone can create something amazing when they aren’t confined by the burdens of execution and reality. True geniuses, create something amazing with the tools and restrictions that they are given. This process of refining, strengthening…
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The Creative Seed

Nothing can truly be “designed” for the mass market anymore and be considered a success. To go after the masses you now need to cater to the individual. The level of customization and expectation of product quality is such that it doesn’t behoove you to meet everyone’s expectations. If you try and please everybody? You…
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Open or Closed? The Future of Ad Engagement

Contextual advertising is nothing new. In fact, technically all advertising is contextual. Starting with the very first print ad to the latest social engagement platform. Each ad is targeted with information, programming or entertainment that the content’s audience would find relevant. How else would Harry Crane have a job? Advertising isn’t dead. In fact, if…
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Ridiculousness

Why Ridiculousness is Sticky

If you catch me sitting on the subway or out running, I am most likely glued to my iPhone listening to some music. I definitely cannot go on a run without having music blasting through my headphones. When I run, practically the only thing I listen to is mashups. Mashups, or the mixing of different…
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