Hobsbawm used his keynote speech to highlight how the Internet has changed the nature of the media system. “We’re talking not just about a marketing change, but a world system change,” he said.
Hobsbawm told delegates that fragmentation meant brands could no longer control the flow of information. “Fifty years ago brands could access large sectors of the population in one go, but fragmentation has changed that.
“Modern branding happened in an era
Posted 11/25/2010 12:11:29 AM | Permalink