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(from Guerrilla Creativity: Make Your Message Irresistable
with the POWER OF MEMES by Jay Conrad Levinson)
"The essence of guerrilla creativity is creating marketing
that has meme power. Guerrilla creativity is dreaming up a
symbol or words, actions or sounds that convey a concept anybody
can understand instantly and easily".
Creativity in the arts is about
enjoyment, self-expression, and beauty. Creativity in marketing
is not about those things, but about profits, selling, motivating.
Creativity in marketing is about how your product or service
improves lives.Your profits will rise if you create a simple
meme for your business -- then promote it for years, decades,
centuries if possible.
They can do this with words (Lean Cuisine), pictures (the
Marlboro cowboy), sounds (the ho ho ho of the jolly Green
Giant), actions (Clydesdales pulling the Budweiser wagon),
or imagery (flames depicting Burger King’s flame-broiled
hamburgers). Memes have been the architects of human behavior
since the beginning of time. The wheel was major improvement
in transportation and conveyance, but was also a meme because
it was a self-explanatory symbol representing a complete idea.
Once you see a wheel you immediately know how to use it and
why it’s so useful. No explanation is necessary. Here's
an article on
memes.
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