Memes are ideas, behaviors, styles, or usages that spreads from person to person within a culture. Some of you already know this. Some of you are thinking about Advice Animal macros. Others are new to the concept. Bear with me, all. It’s important, because memes are the core of every brand, and thus, at the core of every narrative.

What is a story but a shared idea about how the world works, after all? I have an experience that I share with a friend because it highlights an analogy I am trying to make. He retorts with a story of his own that is contrary or complementary. If one is better than the other, both change to reflect this. If not, or if the ideas are badly stated or too deeply entrenched to be affected, you have reached a sort of equilibrium state. Both co-exist, even if they are mutually exclusive. In both cases, the participants in the story have tried to express themselves in a way that crosses the gulf of humanity. It is hard enough being human without also having to be alone.

What happens when that isn’t enough, though? What if somebody is trying to change a culture?

Or sell a product?

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