Chapter 01. Just for Openers
If you’re still clinging to the comforts of the brand-made world, maybe you didn’t get the memo (or the IM...or the text message) about the web-made world. The web-made world is created by individuals, not manufactured for the masses. And it’s turned the brand-made world on its ear. Brands can’t control this consumer-created space; they can only visit. That is, unless they engage richly, deeply and meaningfully with these new consumers who are stealing the show.
To buy is to belong... and to belong is to share.
Some features of a great brand will never change. These include holistic, distinctive design. Carefully packaged ...
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