The same inversion of power is now changing the marketing game for everything from individual products to people. The collective now controls the message.
For a generation of customers used to doing their buying research via search engine, a company’s brand is not what the company says it is, but what Google says it is.
The new tastemakers are us.
Word of mouth is now a public conversation, carried in blog comments and customer reviews, exhaustively collated and measured.
The ants have megaphones.
by Chris Anderson from The Long Tail
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