It’s the whole digital culture.
What does this have to do with marketing and branding? Just about everything.
Why? Because marketers fail whenever they disable the kind of behavior people are culturally inclined toward. They SUCCEED when they make it easier to do what people are already doing and liking. And economics are part and parcel of cultural behavior and standards. What so-called digital agencies and strategy consultants are allegedly selling is expertise in how entrepreneurs and managers alike can and must deal with this new relatively new and proliferating digital culture. Which to a great degree, drives economic behavior and social behavior. You can’t tell where one ends and other begins.
Warner Music has a head of "digital strategy" (Michael Nash) who is quoted by Business Week saying that the music industry has learned that the consumer is aligned with digital culture...the perspective has shifted."
Do you doubt that young people (music consumers) will drive the future of all things consumable? B2C and B2B? They always have.
What’s YOUR value proposition for the digital culture and how are you going about enhancing it, e.g., does your site incorporate social networking tools? Do your engage your customers and show them that YOU are “aligned” with them?
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