Brands have never evolved in such a “noisy” world. They must fight to emerge, no longer with the general public via mass media but with a collection of communities. The mass market no longer exists. Netflix is developing its catalog around 76.897 customer segments! At the same time, mass media have become the media of the masses. The opinion of someone who looks like me is more important than the opinion of an expert, a journalist, an institution. “People” have (re)become a media. Welcome to the reign of emotions, dear communicators! Any individual can speak out. They become a potential opinion leader on their scale, which is amplified by these dear algorithms that silence brands if they do not “sponsor”. Finally, we have all become both “followers” and “followed”. The challenge for brands is no longer to speak, it is to engage individuals: to capture their attention by…
Brands in the realm of emotions
