The Easter Island Effect and brand building in a mobile first economy

This paper from Facebook shares new research about brand building online.

There has never been an easier time to set up a new business and over the pandemic we have seen an acceleration in new ventures. For many entrepreneurs, one of the first actions they take is to set up a Facebook business page, joining over 200 million other businesses on Facebook. Some of these companies will rise up and disrupt their category and go on to become global success stories. Many will remain small to medium-sized businesses, the mainstay of the global economy, and some, a very distinct cohort, will burn brightly for a short period of time and then...

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