Swine flu goes from nothing to everything to almost nothing again in two weeks.
Millions of people who didn't even know there was an election in Iraq, turn their Twitter avatars green to protest the result a few days later.
Jeff Goldblum is reported dead in the morning, confirmed dead at morning tea then goes on national TV in the evening to prove the contrary.
And Michael Jackson goes from object of ridicule to the King of Pop again in 24 hours. Flashmobs erupt, Presidents eulogise, people weep.
Culture is moving at light speed. This is the reality in which the brands we advertise now live. To simply keep up, and avoid becoming your category's Susan Boyle, we need more messages more often.
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