Branding is evolving to fit into the social world and the digital age. This article looks at ideas at the heart of the brand. Some say that consumers now control brands marketing organizations are no longer needed. But can the fragmented behaviors of destination partners and the marketplace alone build a coherent brand?
Read on to see whats at stake and what you can do to influence outcomes. It may be that marketers are no longer in control in the way they used to be in a world where we all play a part.