Emily Wexler

This story appears in the October 2014 issue of strategy.

Viral content has become the Holy Grail – forever sought-after, yet highly elusive. And when a brand attempts to go viral with a campaign, it’s even harder to break through. You need to combat consumer skepticism, while executing a brilliantly clever idea. So how do you do it? Simple: be a Brand of the Year.

http://strategyonline.ca/2014/10/10/brands-of-the-year/