The Content-Commerce-Community model shapes a new narrative wherein the same marketing campaign is able to guide the user through all the four purchase stages, making content marketing a much more accountable and measurable medium as opposed to just a creative one.

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

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