content ... will continue to become the commodity... simply too much of it... the effort it takes to make sure that content will travel far and wide makes for considerable effort. Many will do this well but more will fail... If brands cannot create culture from scratch—they can co-create it with the right partners ... to do this at scale, they mu…

companies made huge bets on branded content... to leapfrog traditional media and forge relationships directly with customers... invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. Digital crowds now serve as very effective an…