BrandDigital | BrandSimple: The Blog

What makes digital content go viral? In a year during which both a truly awesome presidential election and truly awful financial crisis held sway, there was no dearth of online video, both reality and parody. Some of it people watched and passed along with abandon. Some they just watched and abandoned. As a perpetual student of digital behavior, it’s fascinating for me to see what strikes a common chord and goes on to make the viral hit list, and what just dies on the online vine. From a marketing point of view, in many cases the most virally catchy stuff is the result of brilliant creative thinking and execution. Not expensive, mind you, just strategically innovative, like the Burger King Flame campaign aimed at adolescent-minded guys for whom the idea of a meat-scented body spray is pretty sizzling. Keeping the creative bar high in the contest for online eyeballs is definitely one way to assure your content will catch on. The other, I have to admit, is just plain luck. In many cases, dumb luck. Take a look at our colleagues at Sterling Cooper, and you’ll see what I mean. (In the meantime, if I were you, I’d opt for brilliant creative.)

The only recent news story that may have gotten more press coverage than the release of Apple’s iPhone is the release of Paris Hilton. I’m not here to weigh in on that particular item. Rather, I would like to toss a brand question into the ring regarding the iPhone. What happens when one brand bets its future on the performance of another? By choosing AT&T as its exclusive carrier for the next two years Apple may be doing just that. Apple selected AT&T in part because the company allowed it to change everything people hated about cell phones. The problem is, one of the biggest things people hate about cell phones is still in AT&T’s arena: Its network and its reputation for inconsistent signals. While AT&T is working hard on next generation technology to remedy this, the brand’s reputation relative to call quality could have a negative effect on Apple’s grade-A reputation as a brand. The incredibly positive aura associated with the Apple brand could be diminished if the calling experience with the iPhone is less than Apple grade.

Now, generally, no one blames problems with their cell phone on the hardware. If there’s a problem, they assume it’s the carrier. This may mitigate any fallout to the Apple brand should the call experience with the iPhone be less than wonderful. While any brand partnership is a challenge, what remains to be seen in this case is whether Apple loyalists will be any less loyal if every aspect of the iPhone experience doesn’t live up to their expectations. Apple is, in a way, releasing the product with one hand tied behind its back.

And although the iPhone can be used one-handed, the brand may need both to defend itself against any less than stellar performance on its partner’s part. Stay tuned.

As part of the promotional tour for BrandSimple, I’ve been speaking at universities around the country. Last month I was at Michigan State University. Allie Osmar, a student there, asked to interview me for her PathtoAdland interview series. Take a listen here.

Recently talked with Jack Sweeny editor of Consulting Magazine on the similarities and differences between consulting and branding firms and how they tackle corporate brand challenges. Take a listen.

Had a delightful conversation with Dean Rick and the rest of the crew on the BrandShow on November 15th. These guys know their stuff and tossed some great questions at me. It’s worth a listen:

» Listen/Download the MP3