While every era comes with its own unique challenges and opportunities, for those operating in the intertwined worlds of marketing and branding, the digital media age is positively bursting with both. Along with the rewards that come with having countless new channels through which to expose your brand, come the new rules and big risks associated with a fickle, sometimes volatile digital audience, and global, around-the-clock exposure.
The digital age, together with the explosion of social media, has given rise to what author and cultural branding expert Douglas Holt calls “crowdcultures.”
“Social media binds together communities that once were geographically isolated, greatly increasing the pace and intensity of collaboration,” Holt says. “Now that once-remote communities are densely networked, their cultural influence has become direct and substantial.”Read More