Red Bull Running - Branding Lessons From Red Bull Going Mega-Viral on Curatti
Little did I know when sharing branding's timeline from P&G's Tide ad in 1950 to Red Bull's power as a publisher the Curatti post would reach a potential audience of over several hundred thousand thanks to ReTweets and shares.

When you write something that becomes a leading post its a great idea to think about why a #branding post would strike such a chord. Sometimes #contentmarketing blows up because your timing was good or you had supportive "power" #SMM ers read and share your piece. 

The Red Bull piece +jan gordon asked me to write has some interesting hooks including:

* Curatti is a "writers network" and when Jan, Andy, Michael, Karen and other fellow Editors of Chaos Curatti writers support a post with shares they do so with high trust and to an extensive network.
* There are 2 embedded YouTube Videos.
* Those videos have a high degree of contrast and juxtaposition (the 1950s Tide ad vs. the Red Bull "Extreme Games" post).
* We created a simple graphic to illustrate how brands used to create customer aspirations now they follow them.
* Red Bull has GREAT supporting visuals so sharing is exciting.
* More than 200 shares came from LinkedIn and that points to a power users unknown support. Thank You and Apologize for not have the ORM (Online Reputation Management) and taggign sophisticated enough to say thanks in person.
* Thanks all around to the more than 400 people who've shared the post.

Several weeks ago I wrote a post about how there is a Curatti in our future ( ). What I meant is we see the necessity of collaborating and forming content networks to survive #contentshock and Google's aggregation into bigger and bigger content hubs.

Google wants MEGA-PUBLISHERS like Reddit, Mashable, HuffPost and TechCrunch. Sending traffic to the big guys is more efficient lowering Google's costs. The net effect, if you are a smaller publisher, is you will need to form a coop to survive. Mashable and Techcrunch were coops before they moved into the land of the mega-publisher (multi-author, multi-thread).

At +CrowdFunde ( we are thinking about the nature of distributed content and conversations. We want our tool to help publishers be able to:

1. Harness the information needed to connect top of funnel lead generation activities such as content creation and #contentcuration to bottom of the funnel conversion (where some material gain happened for the publishers, hosts or creators of the conversations).
2. Create a powerful Curatti-like coalition or "commons" where the sum of the parts is many times greater than any individual contributor and then use the power of the commons to PAY BACK the members.

These goals work hand in hand since the more a small publisher knows about what content EXCITES her readers, members and supporters the smarter they can be with their content creation investment (sweat equity, time, money).

Read by +Mark Schaefer and you will see what we all fear - too much content chasing too little attention. Another +CrowdFunde benefit is adopting  Jan Gordon and Curatti's brilliant "Editors of Chaos" idea. CrowdFunde's algorithms will help publishers know what to write and create a "rising bar of relevance" for readers. One of the biggest advantages of a commons is a static amount of content can be made to feel almost infinite.

CrowdFunde's Phase III is use math to organize presentation much the way Google does with their "float". Google's "float" means a static set of content feels infinite and so highly relevant and responsive for any audience because the Lego-like building blocks (your post, my post, +Mark Traphagen's posts, +Ally Greer's post and +Brian Yanish's posts, etc.) can be combined across dimensions, time and keywords (search queries).

Google was keyword dependent and so static.

Once they floated their Search Engine Results Google combined keywords with hooks they know about WHO is searching such as time of day, past searches, friends and connections and what they search for, how engaged you are with those friends and hundreds of other data tags and dimensions. The net result is an infinite variety of content capable of being tuned in several dimensions simultaneously.

As Google builds more value into WHO you are and as they know you better content becomes more semantic, more imbued with meaning and context. I love Barabasi's books (Linked and Bursts) thanks to my friend +Nathan Gilliatt.

Barabasi is a network researcher, the wizard behind the curtain. Linked explains the math behind content networks and Bursts explains how, at least mathematically, we are not as unique as we think. If patterns, personas and segments didn't quickly form Google's float would create more problem than benefit.

Since patterns exist then a static amount of content can be made to fit almost any audience. Add the idea that a static amount of content can be spun and snipped to encourage User Generated Content from any audience and you have CrowdFunde's dual prongs.

Can CrowdFunde create a band of brothers and connect content created by those brothers to "like me" readers, supporters and contributors? Yes.

Do we know exactly how we are going to get from HERE (conversations rule but so do HUBS and smaller publishers get swallowed whole by ever expanding blackhole publishers) to there (Curatti-like coops capable of helping smaller publishers band together, develop a commons and compete with content networks and multi-author, multi-thread publishers)? We are starting to see the road ahead thanks to amazing friends, mentors, coaches and the amazing help from +Triangle StartUp Factory  team. 

Stay tuned. Going to be a wild, fun ride. Marty
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