Memetic Brand

I like this little project.

Frank Tentler is scanning for the word “wish” in twitter streams and then he retweets the wish from the http://twitter.com/twishes profile.

This is Frank Tentlers memetic logo!  It is a great little way to position Frank at the intersection of media, aspirations, communications/technology, etc.

I wish I had the code for a little widget that would display the latest tweets from twishes.  I would embed it in this post and a few other places.

Update! Ask & you shall receive … Thanks Frank!

UPDATE: Another good example from Jacquelyn Cyr.

UPDATE 2 @ Nov.3, 2008 -

I have since come to think of some of the work that conferences are doing to assert their identities along these same lines.

Many now ask Twitterers at the conference to tag all of their related tweets consistently so that they can be viewed via Twitter Search and Twemes as one discussion thread.  #Mesh was the first that I noticed and SoCap08 retweeted all related tweets during the conference.

It looks like defrag08 is doing the retweet thing too.

Update 4@ Nov.17, 2008: Extending Mad Men into Twitter. Make sure that you follow the links in Paul’s post.

UPDATE 3@ Nov.4, 2008:

I have turned my evolving reflections about twitter into a series of posts.  Catch the other thoughts:

Why Twitter Matters #1: Follow me, Follow You on Twitter

Why Twitter Matters #3: Escalopter

Why Twitter Matters #4: social capital discussion evolving

Comment, Kim Patrick Kobza, CEO, Neighborhood America: cognitive outliers, real time group cognition

Why Twitter Matters #5: Twitter and Social Capital

Why Twitter Matters #6: Twitter Love Song

UPDATE@Nov.4, 2008 - an overview of StockTwits from Stowe Boyd.

UPDATE@Dec.1, 2008 - Tim O’Reilly “Why I Love Twitter”

Here is a quote from one of my forum discussions:

Michael, you state,”Of course relationships can be controlled by third parties and varying environmental contexts. Ask any pair of siblings who have been separated by the border between North and South Korea or the Berlin Wall. Ask Facebook, who at first did not let you in unless you were a student. Or Google, who knows what they are up to?”

That’s true for “physical restraints/boundaries” but not “mental/motivational states” which are the essence of relationships.

So I agree. Perhaps “influence” is a better word to use than control when it comes to describing relationships. But I am not trying to be politically correct here. I am concerned that the potential exists for corporations to get so far ahead in managing and exploiting social networks that their “influence” will amount to “control” for many.

In any event, this exchange provoked some new thinking for me. Perhaps the “memetic brand” idea is worth exploring for a reason that I have not previously directly addressed?

Relationships are memetic.

Broadband powered individuals are the emerging dominant media platform.

What makes relationships evolve or become extinct?  We all have a well developed instinct for that ..

This basic instinct can move us a great distance towards understanding how brands live or die beyond the broadcast era.

A few memetic brand reflections that occur while watching this Susan Blackmore TED talk:

- good introduction to the foundations of memetics,
- we are the meme machines,
- what are the keys to selection? Variation is a key to selection. Mutation/variation is key to the survival and the spread of an idea, key to memetic branding but contradicts the traditional brand mantras of consistency, continuity and conformity … hmm,
- “don’t think intelligence”, “think replicators” … this would seem to point us as brand strategists, towards investing a lot more time and money on understanding and developing relationships with broadband empowered uploaders, we over invest in campaign creative and broadcast “push” because it is easier,
- “spreading memes is dangerous” but economic network theory (UPDATE: Just came across this related paper: http://econ-www.mit.edu/files/2756, it’s new!) makes us hopeful that not only will we observe and replicate the behavour of our neighbors, there will be sufficient optimism to spur experiments, so that we will settle on optimum behaviours … hope matters. Elections like this one in the USA, matter …

Launch the video and please jot down your thoughts as they occur below …

memeticbrand

That’s my twitter handle.  Despite the technical problems that Twitter has been having, I finally took the plunge at MESH08.  I promised to monitor the “back channel” for a few of the panelists on www.twemes.com and I just could not stand being a fly on the wall any longer.

I must say that being live in one session and monitoring the tweets from two other sessions brought an incredible FULL ON level of engagement that I could not image before Twitter and Twemes.

But my main motive for joining Twitter is not to monitor back channel.  My real reason is that I want to tell you all about what I ate for dinner - NOT.

My real reason is because I definitely think that it is a new medium that is particularly suited for memetic branding purposes.

Firstly, there is still a relatively small group of people on twitter (even less following me!).  They are the early adoptors and in most cases, they publish blogs and other web content, so they are endowed with scaled up forms of social capital.

Perhaps more importantly, I think Twitter is a medium that is involved in the genesis of shared perception.  From a memetic branding stand point, that is worth exploring.

Finally, over the years I have lived in different parts of Asia, Europe and North America.  My personal network is stretched by time and geography.  So far, only a few of my contacts are on Twitter, but I can really see how this is going to make the value of these global relationships present in each moment, in a much more tangible and immediate way.

I can only describe my initial impressions of Twitter as - prescience.

15hrs ago - “I am brushing my teeth”.  Can’t you see the potential!

Update:

I have turned my evolving reflections about twitter into a series of posts.  Catch the other thoughts:

Why Twitter Matters #2: Memetic Logos

Why Twitter Matters #3: Escalopter

Why Twitter Matters #4: social capital discussion evolving

Comment, Kim Patrick Kobza, CEO, Neighborhood America: cognitive outliers, real time group cognition

Why Twitter Matters #5: Twitter and Social Capital

Why Twitter Matters #6: Twitter Love Song

UPDATE@Nov.4, 2008 - an overview of StockTwits from Stowe Boyd.

UPDATE@Dec.1, 2008 - Tim O’Reilly “Why I Love Twitter”

Last night I made a post over at Memetic Brand’s sister blog, Social Capital Value Add, called “What’s with the dog?“.

Social Capital Value Add is an inherently complex concept. It is based upon lots of simple ideas that everyone gets right away:

- in 2004 broadband changed the game,

- there is a “new” word of mouth power out there that brands are vulnerable to,

- brand loyalty matters,

- etc, etc, etc.

The point of developing SCVA is that there is a lot more about all of this that we do not understand at the moment, then there are simple things to grab onto. How do you get across that complexity when people are time starved and operating with attention deficits (or what McLuhan would call “narcotic numbness“)?

Symbols matter. They signal something. They are the tip of the ice berg. But, we are developing the idea here at Memetic Brand that the symbol itself is a lot less important than traditional brand management has (rightfully, within the broadcast paradigm) us believing.

I am not betting on the dog. The dog is cute. I hope the dog gets your attention. I hope that the dog signals to you that SCVA is an idea worth passing on. I hope you scratch the dog a little (go ahead he likes that) and discover the Wizard of Oz metaphor that encompasses for me the difference between symbolic brand and memetic branding.