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Mastering the World of Marketing: The Ultimate Training Resource from the Biggest Names in Marketing by David Riklan, Eric Taylor

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Chapter 39

The Great Brand Dilution

Brian Solis

For decades brands basked in the glory of control—control over consumers' perceptions, impressions, and ultimately decisions and ensuing experiences. Or better said, business leaders enjoyed a semblance of control. While businesses concentrated resources on distancing the connections between customers, influencers, and representatives, a new democracy was materializing. This movement would inevitably render these faceless actions not only defunct, but also perilous.

Fueled by the socialization of media, content and connections served as the foundation for this new democracy and “we the people” ensured that our voices were heard. Social media would forever change the balance of power within markets, placing the fate and stature of brands in the words and actions of consumers and the people and groups that influence their decisions. Brands didn't just “lose” control of defining impressions; businesses lost the ability to govern shared experiences.

Suddenly people enjoyed the freedom to publish their thoughts and the capacity to earn prominence in these fledgling social ecosystems. No longer was it an era of brands saying what they wished us to think; it was now clear that people were in control of their impressions and more importantly, how, where, and when they shared them.

It's no longer about what we say, it's what they say about us now that counts.

Sometimes truth and reality awaken us to a new reality. And in this case, everything ...

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