Grumpy Cat built an empire on memes. That’s getting harder to do
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With the help of her owners, Grumpy Cat straddled the line between meme and “influencer,” securing licensing deals, royalties and an admiring audience of millions. In recent years, more and more advertising strategies have tried to harness the power of memes to build brand awareness. The downside? A meme that could easily stand out a few years ago might not get traction so easily now.
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