I’m far from a meme expert, but this from Seb Joseph makes sense:

> Whether it’s a visual gag, an absurd tagline or a quirky prop, marketers are designing for memefication – baking internet culture into the DNA of their campaigns to ensure they resonate in a world where memes and controversy are the currency of relevance.

> “Marketers, if they weren’t already, are now thinking about their brand’s personality with the same nuance they’d use to craft a character in a novel,” said Brundage.

> Brands with personalities aren’t just gimmicks – they’re closer to culture than the naysayers think.

Personality is how you stand out.

Also, mass culture is dead:

> Subcultures aren’t niche anymore – they’re the culture.