Digital Strategy 101
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MEME<br />
DEFINITION USE<br />
An idea which is imitated and re-<br />
contextualized as it is shared, remixed,<br />
and sustained<br />
EXAMPLE<br />
Lolcats is a meme. Keyboard Cat is a meme. The American Dream is a meme.<br />
Religion, too, is a meme. Memes are pervasive ideas that can be shaped and<br />
reshaped by the person sharing or performing it.<br />
Memes are the building blocks of<br />
culture. Brands often try to use memes<br />
born from the web to demonstrate their<br />
digital savvy, but in doing so forget that<br />
memes are owned by the collective (so<br />
a brand can’t claim a meme for its own)<br />
and forget to re-contextualize that<br />
meme in a new way for a specific<br />
audience. The first rule of the web is if<br />
you borrow something, make it better.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 41
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