David Armanos krönika om den sociala webbens effekter för marknadsförare innehåller kanske ingen aha-upplevelse men ibland fastnar man ju för ett enstaka ord: Samtalsarkitekt.

Brand affinity, as companies such as Harley-Davidson have proven, often drives communities to form around them. This is why anyone who plays a role in branding needs to become a conversation architect. Marketers, businesses, and designers must have an intimate understanding of how these platforms are evolving and influencing human behavior.

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