from Marketing Memetics, by Michael Taylor
When two objects vibrate at the same natural frequency, the intensity increases, in a phenomenon called ‘Resonance’. If you want your marketing to perform, you need to find the combination of factors that resonate with your target audience. Your adcopy, design and product should all work together – if just one component is off, your campaign won’t work. For example, advertising a 10 blade razer, with the copy ‘the best a man can get’... and making it bright pink.
Sometimes a surprising new combination is found to work: bright pink debit cards did end up working for the start-up Monzo Bank, in the normally buttoned-down finance industry. Most efforts to establish new ideas will fail, so it’s important to decide intentionally where you’re going to innovate. As Seufert from MobileDevMemo points out: “the intersection of a comic book art style with the Kim Kardashian brand with a role playing game mechanic rendered a marketable hit”, but make it a battle game, and the result is far less marketable.
Find the right combination of memes, and you win. Increase your odds by testing and learning your way there – ideally before the product is built – with click testing, user interviews and focus groups. In the absence of a strong opinion, do what everyone else is doing. Successful brands are collections of memes – Memeplexes – that have evolved into symbiotic relationships, because they work well together: “if it ain’t broke, don’t fix it”.