Brands have never evolved in such a “noisy” world. They must fight to emerge, no longer with the general public via the mass media but with a collection of communities. The mass market no longer exists. Netflix develops its catalog around 76.897 customer segments! At the same time the 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, the journalist, the institution. “People” have (again) become media. Welcome to the realm of emotions, dear communicators! Any individual can speak. He becomes a potential opinion leader on his scale, which is amplified by these expensive algorithms which silence brands if they do not "sponsor". Eventually we all became both "follower" and "followed". The challenge for brands is no longer to speak, it is to engage individuals: to capture their attention...
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