A viral hit can create a phenomenon, but it won’t build a brand
One hit, no matter how big, cannot build a brand. It is a single moment in time. Branding takes relentless, multitudinous moments in time.
•As Aristotle said: One swallow does not a summer make. “1984” alone would not have built the Apple brand. It was a brilliant, singular viral hit (before there was viral). But all the Apple work since continues to hammer the brand strategy through new products, new messages, new users.
•The world is addicted to engagement, voracious for views, a lover of likes and comments. We all crave the viral sensation, and it can give a brand massive, immediate attention that will have an undeniable impact. But branding is about long-term vision in a short-term world.
•One home run can only drive in four runs, max.
