As the clichéd line goes, times change. Technology began to shake the foundations of these monoliths, as they razed down the artificial barriers to information. With information out in the open, brands could no longer afford to repose in ivory towers, disconnected from the users. They could no longer occupy the centre of the universe.
Who has taken their place? No prizes for guessing. It’s YOU. When TIME Magazine chose YOU as the Person of the year 2006, they weren’t simply flattering. They sensed clearly this dramatic power shift that has placed YOU as the centre of the Universe. What once was the Sun is now one among several dwarf planets, dying for your attention, ever-ready to pamper you with its offering. These are hard times for marketers and brand-managers. They know you have the power of technology at your side to change the destiny of his brand. You may wonder cockishly, So what? What does this mean to YOU?
Well, you are no longer are an cog in the industrial machine! YOU exist, not just physically, within the grasp of your bag of bones and flesh, but also virtually. Your virtual existence isn’t confined to the groups you belong to. You are omnipresent in this hyperlinked world. In such a world, anyone is just a few clicks away. Nothing is hidden from you and anyone. While this thought may be scary, it opens a vista of opportunities. You are respected and your voice is heard as long as it is sensible. With the power of networks, if your voice is strong enough, you can inspire a legion of followers. As Spider man says succinctly, great power comes with great responsibility.