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Anthony Reza

Ogilvy

Are we driving ourselves to failure when leveraging on trends?

As marketing and communication practitioners, we always want to be ahead - either creating the trends or bandwagoning on the existing ones. On the latter, more often than not, brands and advertisers have the tendency or tempted not to lose the branding, make it a bit prominent, etc. which at the end lose the social insight on why these trends or content or the so-called-memes (harlem shake, rage comics, kiyomi/gwiyomi) became contagious in the first place.The question is, when it comes to the attempt on creating social buzz or conversation, should we compromise on branding? Should we stressed more into what interest people? Should we let loose our branding, in the hope of people will connect it themselves with our brands? Or it shouldn't be a compromise at all? If it's not, what is the best way to do it?I have some thoughts and would love to know yours :)  

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