Meme culture has stepped up a gear this World Cup, but brands should still tread with caution

Meme culture is as old as the internet itself, but at the start it was limited to the bearded basement dweller. The 4Chan anarchist and the Reddit keyboard warriors.
Over the years, meme culture has been democratised. As the social networks grew in popularity, consumers gradually started to understand how the algorithms powering these social channels worked. As a result meme culture has gone mainstream. To the point where the definition of a meme itself has been hijacked and morphed into simply