It must be a part of a larger story
Touching on the previous point, a brand won't have legs if the brand is not relevant culturally. The brand must have a clear voice. A confused brand voice will cripple a company before it ever takes off. Must be genuine
Consumers cannot be fooled.If possible, align with brands who share a similar psychographic. Remember, your brand is a personality.Be your own marketing arm, PR is not your marketing arm.Design is as important as anything else
There is only so much you can do with a great narrative.This is important to remember for any brand. You cannot rely on editorial to be your only marketing tactic.Be great
Ultimately, there is no real recipe for virality
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