Branding

If we think of culture like water, then in the past it was primarily available only through rare and tightly controlled oases (channels). These wells ran deep and everyone drank from the same source but the distribution of water was tightly restricted and everything was purified to have the same taste, color and character. Then the flood of the internet came along which submerged the world in an infinite, shallow sheet of water. Everyone now has access to the same water but it’s easily muddied by the area it flows through. There is no more scarcity or purity but it also has far less value.

Branding in the Age of Social Media