Brands Must Become Media to Earn Relevance: Article by Brian Solis
March 15 2010
"One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting social architecture and the engineering that connects people to other people strategically, enthusiasm and support typically derail when examining the resources and the commitment required to rhythmically produce, distribute, and support content."
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