The Great Brand Dilution

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For decades brands basked in the glory of control, control over consumers’ perceptions, impressions and ultimately decisions and ensuing experiences. Or better said, business leaders enjoyed a semblance of control. While businesses concentrated resources on distancing the connections between customers, influencers and representatives, a new democracy was materializing. This movement would inevitably render these faceless actions not only defunct, but also perilous.

Fueled by the socialization of media, content and connections served as the foundation for this new democracy and “we the people” ensured that our voices were heard. Social Media would forever change the balance of power within markets, placing the fate and stature of brands in the words and actions of consumers and the people and groups that influence their decisions. Brands didn’t just “lose” control of defining impressions, businesses lost the ability to govern shared experiences.

Suddenly people enjoyed the freedom to publish their thoughts and the capacity to earn prominence in these fledgling social ecosystems. No longer was it an era of brands saying what they wished us to think; it was now clear that people were in control of their impressions and more importantly, how, where and when they shared them.

It’s no longer about what we say, it’s what they say about us now that counts.

Sometimes truth and reality awaken us to a new reality. And in this case, everything changes…for the better.

Contrary to popular belief, social media didn’t invent conversations, it just allowed us to organize and surface them.  But, when we look at the importance of branding, the mechanics and methodologies for defining, protecting, and growing the brand profoundly change. As such, the value of brands are at risk of dilution based on the aggregate of shared experiences by the new social consumer. And, perhaps the greatest challenge that faces brands in addition to dilution, is the inability to right its course in real-time. As media democratized, the meter for establishing prominence started to accrue varying levels of influence for its participants while many businesses missed their calling. It’s not too late for brands to engage however, the difference is that everyday people have earned greater reach than some businesses within these social channels.