Branding in the internet bazaar - struggling for control in an uncontrollable world

Martin Runnacles

The accessibility of the internet is throwing up a constant stream of new sources of authority. As more and more of these influences come between the brand and its customers, the sense of control that companies had in the world of traditional paid-for media is declining.

Branding in the internet bazaar - struggling for control in an uncontrollable world

Martin RunnaclesPresky Maves

In 1999 the Cluetrain Manifesto stated, 'Five thousand years ago, the marketplace was the hub of civilisation, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels – and fabulous stories. In many ways, the internet more resembles an ancient bazaar than it fits the business models companies try to impose upon it.'

As the manifesto predicted, the marketplace of today has become a conversation. It's all about stories. And it's all about stories that are...

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