Jerry Lewis parted ways with the Muscular Dystrophy Association in a manner reminiscent of the exit of so many radio legends – with murkiness, acrimony and no good-bye. Lewis’ abrupt ouster got social marketing expert Daniel Flamberg thinking about what media folks could learn from the legendary comic and humanitarian. Flamberg identifies four Lewis Lessons that every talk radio station and personality should study.

The first, and perhaps most important, according to Flamberg:

“Create Own-able, Original Content. The schmaltz, the cheesiness, the kids in wheel chairs, the has-been performers singing long-forgotten big-band songs, the B rolls of guys in white coats holding test tubes, the drum rolls and the tote boards that conjure up the ghost of Ed McMahon, the lame local anchors and the tear-wrenching appeals all signal Labor Day and MDA.

“Jerry has consistently used original content to claim significant year-round mind space and to drive a singular and differentiated brand message. There are thousands of charities and thousands of celebrity do-gooders, but there’s only one Jerry Lewis and his kids.”

Flamberg goes on to analyze Lewis’ ability to make a personal connection, build a consistent brand, and “network his networks.” Read his excellent piece from the blog imediaconnection.com.