The Science of Consistency

"The official Star Wars Web site touts an 'opaque window' theory to explain why some versions of Star Wars reality, such as the spinoff comic books and videogames, do not seem to capture the main Star Wars reality as accurately as the films do. UPN has adopted an even easier way of preventing the latest Star Trek TV series from creating continuity errors: cancellation."

Posted on metaphilm.com

Todd Seavey, director of publications, American Council on Science and Health

Success Is Viral

"I think advertisers will be able to create viral ads if they are willing to take the creative risks necessary to make them happen. To make something viral it can't feel like a traditional ad. If you try to push the same message in a viral piece that you're playing on network TV during prime time, it won't work. If you can do something a little edgier (or self deprecating) it can work. Brand managers should look to the Web as a place to experiment and have a little fun with their brand."

Posted on marketingvox.com

Gregg Spiridellis, founder, JibJab

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