Make things the "Internet" will want to play with

Faris Yakob has made some awesome posts and presentations on enabling people to spread your message.  Along with Griffin's blog dedicated to Propagation Planning, Faris has really nailed how to create assets that people will play with, remix, and make their own.  Because when people make things they feel they own, they share.  And when people share, brands win.  As agencies and communicators work to promote brands, we have to approach challenges differently and think about how to equip people to spread our message for us.  That means starting with content that can be messed with, without seeking to control how its messed with.  That's a totally different way to approach advertising than making a :30 spot.  It requires story telling, cultural context, symbols, language, video, pictures...all assets people can use to create around your theme or central idea.

It's exciting to think about and even more exciting to do. Read these very smart blogs about it.

Interesting: A History of Recombinant Culture
Recombinant Branding

Comments

[faris]

thanks dude! FX