BusinessWeek has a terrific piece on how Web 2.0 is pulling the fragmented mass market together. It starts with a look at how we now allocate out attention – less on the media’s schedule and more on ours (time and place shifting).
Some nice quotes from Nike who are fully embracing communities with sites like Joga for soccer fans.
“Gone are the days of the one big ad, the one big shoe, and the hope that when we put it all together again it makes a big impact” – Trevor Edwards, vp global brand management, Nike.
