Brand communities

We are moving from an era of centralized, bureaucratic value creation firms to an era of decentralized, permissionless value creation networks . As organizational models change, so too will the intangible cultural artifacts created by these new institutional forms. Brands, narratives, memes—we now choose our own headless gods.

The fundamental tension of narrative control in the networked era is that most companies impose a hierarchical brand management model onto what has effectively become a distributed, permissionless process.