Knowledge Bank


The Evolving Relationship Between Brands and Social


As a result of social media, we’ve exited the era of attention and disruption and entered a new era of interactive collaboration and creative chaos. In this new world: creative communities, dynamic flywheel models, and imperfect experimentation reign supreme. How brands adapt will determine growth.

(Flywheel models are based on the creator economy and how they grow their business/influence. Instead of starting from a product > creating a brand > then building an audience. The flywheel flips the traditional model on its head and builds an audience first > creates a brand > the builds a product (often with the audience).)

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