Branding With Viral E-Mail Marketing

Achieve instant branding via viral e-mail messages. Here are some key ingredients for achieving instant branding success as highlighted by Martin Lindstrom in a Clickz article "Instant Branding: Viral E-Mail, Part 1."

Values
Define the values your brands communication is based on, if you didn’t when you designed the brand. These values will lead you to discover interesting instant branding opportunities and enable you to make the most of them when the opportunity arises.

Insight
Dedicate someone in your organization or agency to identify breaking news stories or news driven trends. Keep an eye and ear on popular culture, current affairs and personalities

Courage
Create an instant branding team of two or three creative people. The team should meet brainstorm and generate five or six ideas to propel news driven instant branding campaigns. Humor and Irony will secure successful distribution.

Judgment
Be extremely critical. Can the idea create the right momentum and generate the right distribution for your brand

Prudence
Don’t be overtly promotional. If your message is tainted by even a fraction of self-promotion, no one will forward it. THE MESSAGE MUST FEEL AUTHENTIC. Your asking consumers to spend third valuable time sending a message that promotes your brand. They do this free of charge. You owe these recipients a worthwhile moment of amusement or entertainment.