Viral is simple, catchy and spontaneous (if not, make it look like it!). The Southwest, an american airline, is famous case on Corporate Blogging with their Nuts about Southwest. Their openness to hear their customers is known. But only Brand Culture can give pearls like the one below.
1.6 Million views in youTube, marginal cost: simple math…
If you organization tries to be viral, look inside, try to find what makes you unique and share that with the world. If it’s interesting, it will be viral. Other companies leverage Culture into Branding:
Zappos.com, an american online shoes company, takes client sattisfaction to a different level, recomending competitors if they cant offer what client wants for instance. Their brand manual, employee driven, is great (i have one sent by the CEO himself 
.
Innocent is another (i still remember their job ad im Maldives… ohhh boy i could work for free there…).
The final quote on the video is just genial: “you won’t get that on United Airlines, i guarantee!!!”
Some thoughts:
- Culture and brand: hand-by-hand
- Culture are not about guidelines. Culture is the people: let them play the culture game
- Your brand is unique: Mention your competitors and make clear what distinguish you
- KISS (Keep It Simple).
- …more, keep it raw: don’t try to make a blockbuster out of it
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