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All too often, brands are seen as a monolithic construct from the company to the consumer, rather than an open conversation between both the company and the consumer, and more importantly – from consumer to consumer. In fact, in some cases it could potentially transform traditional consumers into content, experience, or value creators, themselves.
This subject is of particular interest as advertising expenditures totaled more than $148 billion during 2007 in the U.S. Alone, according to TNS (2008). If branding and marketing efforts could be seen as community building rather than simply message promotion, marketers could potentially have greater effectiveness, consumer retention, and return per advertising dollar...
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