MCKINSEY - “A Better Way to Build a Brand: The Community Flywheel”

McKinsey lays out, in this remarkable article, three eras of marketing:

1. Era 1: Mass Media

2. Era 2: Personalization

3. Era 3: Community

The bottom of their in-depth analysis is that “Today’s fastest-growing brands participate in digital communities to earn engagement and loyalty—and do so with high returns and low risk by harnessing agile test and learn.”