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Hi [NAME]

We've lived through bird flu and most of us seem to be surviving swine flue; while we're waiting for goat flu, or whatever the next great threat to humankind will be, what can we learn?
(some of you will not have received my last mailer, this is a follow-on from that.)

1. The viral marketing is here to stay. It is best (and cheapest) at broadcast* and at narrowcast* marketing. It is measurable and effective.
   
2. Mutation is the norm in a Viral Market. New methods are being born every day. there are now more than 120 effective social networks. There are currently 1.7 million South African Facebook users.
   
3. Like its biological namesake, a Viral Network mutates around its resistance. They are even resistant to the censorship of the Chinese and North Korean governments!
   
4. There are no brands that are excluded from using this opportunity. The barriers to entry are comparatively small, and the rewards are real.
5. BUT, the most gripping, faithful and consistent brands will reap the greatest rewards in the viral market.
   
6. To attempt to take advantage of Viral Marketing without a brand, with merely a product or a service, is like shouting into a hurricane.
   
7. Don't underestimate the power of e-mail. It may be as old as the Internet but e-mail is the epi-center of a Viral Market, the Sun around which Social Networks orbits. The most effective websites are those that take advantage of legitimate and accurate e-mail databases.

It's time for creative Brands again. Imagine the Measles board room, or a meeting of the Flu shareholders to present new brand developments. The real power of H1N1 is its Brand; many people get flu every day, lots of people die from flu, but Swine Flu... Oooo, now that's really something!

Next I'll leave you with some questions about your current brand elements, and let you in to my brand development secrets.

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*Broadcast advertising like TV, Radio and Newspaper has always had limited effectiveness, it is difficult to measure, and has a high price tag. Narrowcast media is my term for the elusive holy-grail for advertisers; effective one-on-one marketing. The Internet (Social Media) is fast becoming the best at both of these, at the same time and for the best price. Branders are in the best place to take advantage of this golden opportunity.