From Go Big Always:
Why is spreading Marketing a disease but spreading product usage like bringing in a stray dog? Shouldn’t we be pushing for Adoptive Marketing? Marketing that people want, that leads to products people want? Viral Marketing is merely the quick transaction of ideas. But if no connection is made to the product, the Marketing can (at best) only make an ephemeral nick in brand perception. Adoptive Marketing can be just as “viral” but is so closely connected to the product that if the idea catches on, so does the product. In fact, the product is built to be remarkable and to be the primary Marketing engine.
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