• Table of Contents

  • Stop Chasing Virality: Build a Brand That Outlives the Algorithm
  • The Problem with Viral-First Thinking
  • Here’s what viral-first thinking usually looks like:
  • The Brand-First Framework (a.k.a. How to Market Like a Grown-Up)
  • 1. Define Your Brand Truth
  • 2. Build a Content Engine, Not a Content Slot Machine
  • 3. Play the Long Game with Community
  • 4. Measure What Actually Matters
  • Case Study: Duolingo’s Owl Didn’t Just Go Viral—It Built a Brand
  • Final Thought: Be the Brand, Not the Meme
  • Ready to Build a Brand That Outlasts the Algorithm?

Stop Chasing Virality: Build a Brand That Outlives the Algorithm

Let’s get one thing straight: if your marketing strategy is “go viral,” you might as well be playing roulette with your Q4 revenue. Sure, virality is sexy. It’s the marketing equivalent of a Vegas wedding—fast, flashy, and usually regrettable by Monday.

But here’s the truth bomb you didn’t know you needed:

“Virality is a sugar high. Brand is the protein that builds muscle.”

So let’s talk about how to stop chasing the algorithm like a desperate ex and start building a brand that actually means something. One that customers remember, trust, and—dare I say—love.

The Problem with Viral-First Thinking

We’ve all seen it. A brand posts a TikTok of their intern doing the worm in a banana costume. It gets 2 million views. The CMO high-fives the CEO. And then… crickets. No sales spike. No brand lift. Just a bunch of confused followers and a very sweaty intern.

Why? Because virality without strategy is just noise. And noise doesn’t convert.

Here’s what viral-first thinking usually looks like:

• Chasing trends instead of setting them
• Measuring success in likes instead of lifetime value
• Creating content for algorithms, not actual humans
• Forgetting that your brand is more than a moment—it’s a relationship

It’s like trying to build a marriage on Tinder swipes. Fun? Maybe. Sustainable? Not a chance.

The Brand-First Framework (a.k.a. How to Market Like a Grown-Up)

Let’s flip the script. Instead of chasing virality, let’s build a brand that earns attention, trust, and loyalty over time. Here’s how:

1. Define Your Brand Truth

This isn’t your mission statement that sounds like it was written by a committee of buzzwords. This is your core truth—the thing you believe so deeply it drives every decision.

Example: Patagonia’s brand truth? “We’re in business to save our home planet.” That’s not a tagline. That’s a compass.

2. Build a Content Engine, Not a Content Slot Machine

Stop pulling the lever and hoping for three cherries. Build a system that consistently delivers value to your audience. Think:

• Educational content that solves real problems
• Entertaining content that reflects your brand voice
• Emotional content that builds connection

Pro tip: If your content doesn’t make someone smarter, laugh, or feel something—start over.

3. Play the Long Game with Community

Want to know what’s better than 1 million views? 10,000 raving fans who buy everything you launch, tell their friends, and tattoo your logo on their calf. (Okay, maybe not the tattoo. But you get the idea.)

Build community by:

• Engaging in the comments like a human, not a bot
• Creating spaces for your audience to connect (Slack groups, Discord, events)
• Highlighting your customers like they’re the heroes—because they are

4. Measure What Actually Matters

Vanity metrics are like junk food—tempting, but ultimately empty. Instead, track:

• Customer acquisition cost (CAC)
• Customer lifetime value (LTV)
• Brand recall and sentiment
• Organic search growth (because Google doesn’t care about your TikTok dance)

Remember: You can’t deposit likes into your P&L.

Case Study: Duolingo’s Owl Didn’t Just Go Viral—It Built a Brand

Let’s talk about Duolingo. Yes, their TikTok owl is unhinged. But here’s the kicker: it works because it’s rooted in a clear brand personality—quirky, relentless, and a little terrifying (like your high school Spanish teacher).

They didn’t just go viral once. They built a consistent, character-driven content strategy that reinforces their brand truth: learning a language should be fun, weird, and a little obsessive.

Result? 4.4 million TikTok followers, a 50% increase in app downloads, and a brand that people actually talk about at parties. (Okay, nerdy parties. But still.)

Final Thought: Be the Brand, Not the Meme

Look, I get it. Virality is tempting. It’s the marketing equivalent of a one-night stand with fame. But if you want to build something that lasts—something that drives revenue, loyalty, and actual business impact—you need to think bigger.

Build a brand that people trust. Create content that delivers value. Play the long game. And for the love of all things holy, stop making your interns dance for clicks.

Ready to Build a Brand That Outlasts the Algorithm?

If you’re tired of chasing trends and ready to build a brand with backbone, let’s talk. Or at least, let’s connect before your next “viral” campaign involves a llama and a ukulele.

Mark Gabrielli
Founder, MarkCMO
Mark@MarkCMO.com
www.linkedin.com/in/marklgabrielli