Thanks for the link! You’re right that I don’t differentiate who makes up the crowd, as it’s any combination of people on both sides of the vendor/customer line.

Brand communication feels more like some kind of participatory theater these days, played out across different channels at different times, rather than in a single shared time and space. Leveraging that is tricky and exciting, and as I try to get across in the post I think that being a good marketer is to be a facilitator of that experience, rather than its conductor.