Cyberbranding: Brand Building in the Digital Economy

The Makings of an Empowered Audience

The twenty-first century marks the emergence of the cyberbrand and an age of empowerment. Chapter 7 illustrated how companies empower employees to embrace and become a part of the cyberbrand vision. The result is high energy and high output. At the same time, technological advances empower online audiences to control their daily messages and information. “A lot has been said about how the Internet is turning many industries on their heads while putting consumers in charge of relationships once dictated by businesses,” state the authors of the article “Attack of the 50 Foot Empowered Consumer.” Greg Sherwin and Emily Avila discuss how most businesses do not realize the changing dynamics of Internet customer ...