In fact, when interaction is cheap, the very economic rationale for orthodox brands actually begins to implode: information about expected costs and benefits doesn’t have to be compressed into logos, slogans, ad-spots or column-inches – instead, consumers can debate and discuss expected costs and benefits in incredibly rich detail.
Do you provide a place in your Local Listings, Video Sharing, and Blog where your customers can review, comment on, and validate your Brand?
The short head will be human, the fat middle social and the long tail algorithmic.
My understanding of this is that we will find out about the blockbuster hits through personal human contacts, find out about most things through social networks like Google Maps and YouTube, and find out about microniche things through Google or Yahoo Search.
