Meme
An image, video or phrase, usually funny, that people copy and adapt with their own twist, spreading it widely.
A meme is a format as much as a joke: a recognisable picture or template that everyone fills with their own words. Its spread depends on people recognising it straight away.
Brands that use memes well know their audience and move quickly, because memes go stale fast. Borrowing one without understanding it is a quick way to look out of touch.
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