Brand communities

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.

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.