Until around 2010, brand scale led to brand influence. Then, social networks turned the marketing world upside down.
Mass marketing was an efficient way to generate brand awareness for years. The Internet fragmented mass media, rendering it less efficient. But it was social networks that changed everything. Early adopters and key influencers can be the lightning fuse for socializing your brand growth. But beware – they can destroy your brand in 140 characters.
“Key influencers talking about your product gives consumers the confidence they need to buy something new.”