Top Highlights

• As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would beco...
• The rise of new technologies that allowed audiences to opt out of ads—from cable networks to DVRs and then the internet—made it much harder for brands to buy fame. Now they had to compete directly with real entertainment. So companies upped the ante. BMW pioneered the practice of creating short films for the internet. Soon corporations were hiring ...
• Amplified subcultures.
• blew them up

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