The document discusses how memes have become a popular marketing trend and provides guidance on effectively using memes for marketing purposes. It defines memes as ideas or behaviors that spread from person to person through writing, speech or other means. To be successful, memes need to be easy to consume, sharable, familiar, funny and make people feel included. The document outlines different types of memes and provides tips for companies looking to capitalize on memes, such as ensuring the meme is timely, relevant to the target audience and has a defined distribution plan. It cautions that the success of memes is unpredictable and companies need to carefully consider the investment versus potential return.