Markets and businesses are keeping this momentum and now starting to slowly shift towards a People-to-People equation as social platforms, social designs take over a major part of our lives and interactivity shifts from the business to personal even more. I've previously talked about the new business model HERE.
It has become obvious that the quality of a brand is determined by the number of people surrounding it, by the mass following it has and by the reactions and interactions happening with it or through it. Which makes the customers an essential part of the Brand itself (in other words customers make the brand). Therefore, it has become clear that companies need to let go of the brand as a self-centered media object, and embrace it as a dynamic collaboration between the company, community, and the people of influence.
Today, a customer doesn't just buy a product, customers are also buying the people.