It is hard to believe that some leading brands have still not acquainted themselves with the genius of Seth Godin. His book Purple Cow talks of the collapse of the TV mass industrial complex and the rise of brands through social networks. He is talking about memes which he renames the ideas virus and word of mouth.
Seth claims not only has the market has changed, by the change in the market has changed products. Today, only products good enough to create word of mouth will endure.
Getting into the mind of Seth Godin is a must for any person who wants to build a new brand in the marketplace.
Get to know Seth a little better on his blog:
Hearts and Minds