Social media has made it deceptively simple for marketers to start engaging with consumers, but what is the appropriate way for brands to be relevant to conversations? When I caught up with Johnny Vulkan, one of the founders of the innovative agency Anomaly based in New York, he shared with me one of their insider secrets - the idea of 'leaning into frame', and how they discovered the power of leveraging social memes by being the first in line to buy the first iPhone. ;moreless
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