1. The Age of the Customer

A tectonic shift is taking place as the economy transforms into the digital economy of the twenty-first century. Clearly visible on the surface, but still not well understood by many brand marketers, is a struggle for power and influence between companies, marketers, and brands on the one hand, and consumers, customers, and their government agencies on the other. We see not-so-subtle symptoms in surprising corners of the corporate world; for example, Microsoft laying off thousands of employees in its mobile phone business, purchased from Nokia only a year ago—once the dominant brand in mobile phones in the early 2000s—as Microsoft tries to transform itself from a desktop computer brand into a cloud computing or mobile ...

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