You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Project Baby Slobs Shows That Sharing Works Better Than Branding But Marketers Are too Tied to Metrics to Truly Grasp Power of Viral By Bob Garfield, Published on February 24, 2012 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.