The evolution of viral advertising

In the age of experience-based marketing, some brands want us to do more than just buy their products. They want us to interact with them, to love them. Dan Wieden, legendary adman, described this desire for active participation when he said: “Brands are verbs. Nike exhorts. IBM solves. Sony dreams.” But there are few verbs more active and inspiring than “love.” In a recent survey by APCO Worldwide, analysts worked out how that love is…

A guide to creating your startup advisory board

The entrepreneurial journey is full of twists, turns, ups and downs. That’s why you need the support of trusted advisors.  Take these examples: 1. The Accidental Founder Renee is in early stage mode. She has an “accidental business” – something that she happened upon as a result of her interest in helping people. To her surprise and delight, what started as a hobby, helping people decorate their homes, has garnered a great deal of attention in…

How to grow an awesome community to fuel your social startup

When you’re starting a social company, building a loyal and engaged community is paramount. But that can also be one of the most nuanced and challenging elements of launching your startup. As employee #6 and community director at Polyvore, I’ve had the opportunity to watch our community grow and build relationships with many of our early users – some of whom have been on our site for more than six years now. Today, our site…