Lessons on how to build meaningful share of mind.

By Luke Sklar and Amber Hudson

We’d like to think of ourselves as meme-ologists. We’ve covered many after all: Tebowing, Rebecca Black, Cats. So there’s no way in hell we’re going to pass up the latest, and quite possibly the greatest meme currently out there: Angie’s Right Leg from the 2012 Oscars.

Check out this leg-bombing gallery. Brilliant! I laughed so hard I cried. Wept I tell you. @AngiesRightLeg on Twitter has +50,000 followers, put up within MINUTES of the televised leg escape. THIS is why I love social media.

But then it got us thinking about why Angelina would try so hard: did she simply want to show off her leg in that daring dress, over and over again? Or was it more calculated? It was Brad’s night after all. And Angie doesn’t seem to be the type of gal to take a back seat. So why not steal a little thunder, get folks talking about her? She doesn’t have a movie to promote, another offspring to talk about, so bam, the leg it is.

Then there’s Nip 2.0. Janet’s boob got busted big time at the 2004 Super Bowl. And folks still talk about it. JLo is at the height of her career so she might as well keep tongues wagging. Speculation is rampant: was that nipple? Or are we all just pervy and we collectively imagined the nip. Either way, folks are TALKING. An accident? Please. By the way, @JLosNipple has also joined twitter.

Share of mind is a traditional tracking measure for most brands. Brands want to be thought of, talked about, part of the consideration set. It presumably drives sales. The thing is, it’s old school to think share of mind should be gained at any cost. Any publicity is good publicity? We think not. Seeking shameless attention, being self-serving, trying too damn hard doesn’t add value and could come back and bite you in the… say it with me folks…leg.

In our quest to understand the meme-ing of life, watch for an upcoming blog, it’ll make you Lin-sane.