Marketing, as it has been taught for the last couple of decades, involves identifying prospects by their preferences, demographics, and psychographics along with a host of other factors to try to craft the perfect message to reach them. The prospects are split off from their homogenous groups into market segments to be carpet bombed with logos, ad copy, videos, offers, coupons, radio and television ads with the fervent hope they will purchase something from us.

If there is one lesson from the rise of social networking, it’s that people don’t care about brands anymore, they are brands. They sell to us as much as we sell to them.
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