…ed by the content generation of the masses as opposed to a creative agency and a nationwide ad buy. Today, for all but the most iconic brands in the world, a brand is only as good and fresh as the latest content and conversations taking place. What your friends say — or even a stranger authentically expressing satisfaction or disappointment — seems to have more sway than Superbowl commercials. Why? Because we still crave the ancestral “small town” of reputation and brands built on trust. The consensus in real-time from individuals on social media is powerful.
