The Open Brand: When Push Comes to Pull in a Web-Made World

Chapter 09. The Love Triangle

We now know that push marketing has some serious competition from the digital millennials’ strata of friends and icitizens’ spontaneous communities—in short, the distinctly gregarious nature of the new fish-shaped consumer journey. Brands first have to join their conversations—a deceptively simple endeavor. They then can demonstrate the relevance of those conversations to an even broader consumer audience.

“No one could have envisioned what’s happening today with the social media revolution. The powers-that-be have had a firm grip for so long they can’t help but do a lockstep dance of communal denial. There has been more change in the way we communicate in the last eight years than in the previous 100 years—no question.” ...