Social media haskidnapped your brand.               @jamesjefferson   @equatoragency   #smwgla
Who on earth are Equator?     THE big numbers agency.                            @jamesjefferson   @equatoragency   #smwgla
Tipping point.           @jamesjefferson   @equatoragency   #smwgla
Brand   Consumer          @jamesjefferson   @equatoragency   #smwgla
TV-Industrial Complex   Super-abundance of choice                                     &                            Niche C...
“Sociology, technology and      psychology have put      advertising in its box.If you are in advertising you’re       abo...
Once upon a time...             @jamesjefferson   @equatoragency   #smwgla
The Big Idea.          @jamesjefferson   @equatoragency   #smwgla
One wordequity.  @jamesjefferson   @equatoragency   #smwgla
Remarkable.              @jamesjefferson   @equatoragency   #smwgla
“We’ve been   asking thewrong question.”         @jamesjefferson   @equatoragency   #smwgla
Normal distribution for a Mass market                            @jamesjefferson   @equatoragency   #smwgla
Multiple interest points for a niched market.                                 @jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
A brief history of memetics        @jamesjefferson   @equatoragency   #smwgla
Assimilation          @jamesjefferson   @equatoragency   #smwgla
Distinctiveness                    NoveltyCoherence   Authority                    Simplicity      Assimilation           ...
Retention        @jamesjefferson   @equatoragency   #smwgla
Coherence   Invariance               ControllabilityUsefulness  Retention                    @jamesjefferson   @equatorage...
Expression         @jamesjefferson   @equatoragency   #smwgla
Expressivity                         Proselytism         Expression                  @jamesjefferson   @equatoragency   #s...
Transmission         @jamesjefferson   @equatoragency   #smwgla
Proselytism  PublicityTransmission                        @jamesjefferson   @equatoragency   #smwgla
You may have heard of some of these...                            @jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
Lolcats          @jamesjefferson   @equatoragency   #smwgla
Hestarted it.   @jamesjefferson   @equatoragency   #smwgla
“Crowd Resonance.”            @jamesjefferson   @equatoragency   #smwgla
NaturalSelection.             @jamesjefferson   @equatoragency   #smwgla
I want some of that?              @jamesjefferson   @equatoragency   #smwgla
Forget brand.Think brands.          @jamesjefferson   @equatoragency   #smwgla
Forget brand.Think conversation.             @jamesjefferson   @equatoragency   #smwgla
Inspire creativity.              @jamesjefferson   @equatoragency   #smwgla
Inspire creativity.              @jamesjefferson   @equatoragency   #smwgla
Inspire creativity.              @jamesjefferson   @equatoragency   #smwgla
Unique language.           @jamesjefferson   @equatoragency   #smwgla
Unique language.           @jamesjefferson   @equatoragency   #smwgla
Start tomorrow...            @jamesjefferson   @equatoragency   #smwgla
What do you believe in?(Tip: It’s not allowed to be profit.)                                @jamesjefferson   @equatoragen...
What do you believe in?(Tip: It’s not allowed to be profit.)                                @jamesjefferson   @equatoragen...
What do you believe in?(Tip: It’s not allowed to be profit.)                                @jamesjefferson   @equatoragen...
What do you believe in?(Tip: It’s not allowed to be profit.)                                @jamesjefferson   @equatoragen...
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Who elsebelieves in it?            @jamesjefferson   @equatoragency   #smwgla
Hey presto!You’ve found your Marketing team.(Tip: You now need to convince them they want to help you.)                   ...
Hey presto!You’ve found your Marketing team.  (Another Tip: Don’t sack your agency, just yet.)                            ...
Now you need tofeed them ideas.  (Tip: This is discussion not a dictatorship.)                                         @ja...
Now you need to   feed them ideas.(Tip: This is where a digital agency that thinks fast comes in... Hello;-)              ...
Track everything.  All the time.(Tip: Do more of what’s trending up, less of what it isn’t.)                              ...
You’ll have yourself a    Brand Meme      in no time.               @jamesjefferson   @equatoragency   #smwgla
You’ve been listening to:Social media has kidnapped your brand.I’d love to hear what you think about all this:@jamesjeffer...
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Brand Memes

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Memes have become a powerful force for communication of ideas.

Their development follows the rules of natural selection and the format is very close to typical brand communications.

Could brands be defined purely by these rules through encouraging customers to develop and spread Brand Memes?

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Brand Memes

  1. 1. Social media haskidnapped your brand. @jamesjefferson @equatoragency #smwgla
  2. 2. Who on earth are Equator? THE big numbers agency. @jamesjefferson @equatoragency #smwgla
  3. 3. Tipping point. @jamesjefferson @equatoragency #smwgla
  4. 4. Brand Consumer @jamesjefferson @equatoragency #smwgla
  5. 5. TV-Industrial Complex Super-abundance of choice & Niche Consumers & Digital Natives & Social networking Brand Consumer @jamesjefferson @equatoragency #smwgla
  6. 6. “Sociology, technology and psychology have put advertising in its box.If you are in advertising you’re about to be buried” ~ Maurice Saatchi @jamesjefferson @equatoragency #smwgla
  7. 7. Once upon a time... @jamesjefferson @equatoragency #smwgla
  8. 8. The Big Idea. @jamesjefferson @equatoragency #smwgla
  9. 9. One wordequity. @jamesjefferson @equatoragency #smwgla
  10. 10. Remarkable. @jamesjefferson @equatoragency #smwgla
  11. 11. “We’ve been asking thewrong question.” @jamesjefferson @equatoragency #smwgla
  12. 12. Normal distribution for a Mass market @jamesjefferson @equatoragency #smwgla
  13. 13. Multiple interest points for a niched market. @jamesjefferson @equatoragency #smwgla
  14. 14. @jamesjefferson @equatoragency #smwgla
  15. 15. A brief history of memetics @jamesjefferson @equatoragency #smwgla
  16. 16. Assimilation @jamesjefferson @equatoragency #smwgla
  17. 17. Distinctiveness NoveltyCoherence Authority Simplicity Assimilation @jamesjefferson @equatoragency #smwgla
  18. 18. Retention @jamesjefferson @equatoragency #smwgla
  19. 19. Coherence Invariance ControllabilityUsefulness Retention @jamesjefferson @equatoragency #smwgla
  20. 20. Expression @jamesjefferson @equatoragency #smwgla
  21. 21. Expressivity Proselytism Expression @jamesjefferson @equatoragency #smwgla
  22. 22. Transmission @jamesjefferson @equatoragency #smwgla
  23. 23. Proselytism PublicityTransmission @jamesjefferson @equatoragency #smwgla
  24. 24. You may have heard of some of these... @jamesjefferson @equatoragency #smwgla
  25. 25. @jamesjefferson @equatoragency #smwgla
  26. 26. @jamesjefferson @equatoragency #smwgla
  27. 27. @jamesjefferson @equatoragency #smwgla
  28. 28. Lolcats @jamesjefferson @equatoragency #smwgla
  29. 29. Hestarted it. @jamesjefferson @equatoragency #smwgla
  30. 30. “Crowd Resonance.” @jamesjefferson @equatoragency #smwgla
  31. 31. NaturalSelection. @jamesjefferson @equatoragency #smwgla
  32. 32. I want some of that? @jamesjefferson @equatoragency #smwgla
  33. 33. Forget brand.Think brands. @jamesjefferson @equatoragency #smwgla
  34. 34. Forget brand.Think conversation. @jamesjefferson @equatoragency #smwgla
  35. 35. Inspire creativity. @jamesjefferson @equatoragency #smwgla
  36. 36. Inspire creativity. @jamesjefferson @equatoragency #smwgla
  37. 37. Inspire creativity. @jamesjefferson @equatoragency #smwgla
  38. 38. Unique language. @jamesjefferson @equatoragency #smwgla
  39. 39. Unique language. @jamesjefferson @equatoragency #smwgla
  40. 40. Start tomorrow... @jamesjefferson @equatoragency #smwgla
  41. 41. What do you believe in?(Tip: It’s not allowed to be profit.) @jamesjefferson @equatoragency #smwgla
  42. 42. What do you believe in?(Tip: It’s not allowed to be profit.) @jamesjefferson @equatoragency #smwgla
  43. 43. What do you believe in?(Tip: It’s not allowed to be profit.) @jamesjefferson @equatoragency #smwgla
  44. 44. What do you believe in?(Tip: It’s not allowed to be profit.) @jamesjefferson @equatoragency #smwgla
  45. 45. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  46. 46. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  47. 47. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  48. 48. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  49. 49. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  50. 50. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  51. 51. Who elsebelieves in it? @jamesjefferson @equatoragency #smwgla
  52. 52. Hey presto!You’ve found your Marketing team.(Tip: You now need to convince them they want to help you.) @jamesjefferson @equatoragency #smwgla
  53. 53. Hey presto!You’ve found your Marketing team. (Another Tip: Don’t sack your agency, just yet.) @jamesjefferson @equatoragency #smwgla
  54. 54. Now you need tofeed them ideas. (Tip: This is discussion not a dictatorship.) @jamesjefferson @equatoragency #smwgla
  55. 55. Now you need to feed them ideas.(Tip: This is where a digital agency that thinks fast comes in... Hello;-) @jamesjefferson @equatoragency #smwgla
  56. 56. Track everything. All the time.(Tip: Do more of what’s trending up, less of what it isn’t.) @jamesjefferson @equatoragency #smwgla
  57. 57. You’ll have yourself a Brand Meme in no time. @jamesjefferson @equatoragency #smwgla
  58. 58. You’ve been listening to:Social media has kidnapped your brand.I’d love to hear what you think about all this:@jamesjefferson @equatoragency #smwglajames@eqtr.com @jamesjefferson @equatoragency #smwgla

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