Can you think of a single Brand that can afford losing market share? @#$!%&@!?! Can a Brand afford not making an intense connection to their target? No fever, no sale. Can a Brand afford not getting positive word of mouth? The answer is surprising outside of the occult world of viral DNA players. Viral productions require that the Brand catch fire! If they don’t they are viral dysfunctional (VD). Good or bad WOM --- it does not matter one bit. Indifferent response is the only end result that is not tolerated. Targets can and often do hate the ads and still buy the product!

As one, very successful, DNA in his blood, viral video producer told me recently,“Art, as long as the Brand Manager understands that we may be exposed as a “flog” before we begin, then it’s cool. We register the flog URL to us and the buzz builds into a 104F fever in about 40 hours. Anything longer than 40 hours is generally, a failed viral. We take the heat, like Satan’s slut, with a big learing grin and the Brand sees an uptrend in sales. Their HALO is never actually at risk.

Psst. 1,400 brands are actively soliciting RFPs during January and February for a variety of Media ad placements! Survey results show, in order of frequency, the following are being sought by BRANDS for ad spends in the First quarter of 2007.

Hispanic ad creation. Searchable mention. Short, sweet, subtle video productions that go BOOM on social sites. Brand models for various Product Placement spots in all Media. Email blasts to target demographics with a trusted provider. PodCasts.

Happy New Year!