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...