Ten years ago, “going viral” was the gold standard for brands, helping them engage their base and reach a wide range of new customers. But in an age of increased polarization and brand scrutiny, does virality still matter? The author argues that while virality is still one of the most important ways to increase brand awareness, how you do it matters. A six-point, research-backed framework (called SPREAD) can help brands cut through the noise and stand out for all the right reasons.
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