The balance of power has shifted. Modern consumers have decided to shutout traditional advertising techniques and utterly disregard the billions of dollars worth of messaging that advertisers have been steadily bombarding them with for decades.
Many companies underestimate the power of branding. They treat it as an afterthought in their business plan and focus instead on product development, finances, operations, sales and more.
Social media has permeated our society and become as much habitual aspect of our lives as the morning coffee.