Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?

Fleetwood Mac appearing on the Billboard rock top 20 might not seem like a surprise, but it does raise eyebrows when the song is 40 years old. With the band's 1977 track 'Dreams' re-entering the charts thanks to a meme, the impact of online culture on consumer behaviour is clear to see.

Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?

The 'distracted boyfriend' meme spread across social channels much like other online sensations, but one Twitter user took it further by creating a narrative based on the series of stock photos that spawned the original image – highlighting how fan fiction is expanding beyond traditional media.