Key Ingredients of a Trend
Brands pay millions trying to get slogans and brand messages to take off, and more often than not they never stick. These days, a major factor is the strength and influence that social media has on trends - supporting the belief that a brand is not what you (corporation) say it is, it is what they (public) say it is. The reason why one spontaneous message takes off, while a strategic one doesn’t, is often debated. During last nights presidential debate, some key “tipping point” ingredients seemed to emerge.
First, there was a massive television audience, with access to multiple networks and viewing options. Second, access to the internet via high speed connection on your computer or mobile device. Third, a multitude of digital communication tools - phone, SMS, MMS, email, chat, social networks - allowing for fast conversations to friends and groups with similar interests. Now, throw just the right ingredient into the pan - and shazam, you’ve got yourself a trend.
Last night that perfect ingredient was John McCain’s constant use of the words “Friend and Friends” when addressing the crowd and the American people at home. I was on Twitter while watching the debate (along with a million other people), and you could start to feel a crowd swell every time he said it. All of these social media factors came together at just the right time, and today we have a trend. The phrase “Not McCain’s Friend”, is the hot election topic on Twitter today, and the quick-to-move entrepreneurial folks at Cafepress have already started selling t-shirts and other swag.
What a cool time to be alive (even with all the global economic and political trouble that we are currently experiencing). Never before could you actually watch innovation taking place right before your eyes. As my mom would say…”amazing”.
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Scott Templar is a digital media, marketing, and commerce consultant and can be reached at info@scotttemplar.com