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The Conversation Economy
The document discusses the rise of the "conversation economy", where people are spending more time engaged in dialogues through mediums like the internet and cellphones, rather than just listening to broadcast media. It notes that trust in corporations is at its lowest point, and people are more likely to believe what they hear about companies from friends rather than advertising. It argues that brands need to find ways to become part of conversations to shape people's perceptions, through interesting innovation, marketing, and embracing, joining, and harnessing ongoing conversations.
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