Summary
The article highlights that brands should continue investing in fame, even as social media fragments audiences. The article explains that modern brand fame comes from “resonating fame,” in which multiple smaller moments across niche communities create a lasting impact. Marketers can no longer rely solely on mass campaigns; they must build distinctive assets, encourage conversations, and create content that audiences want to share. Social platforms have shifted fame from traditional celebrity reach toward expert creators and engaged communities. Brands that combine broad visibility with targeted relevance can strengthen memory, increase talkability, and drive long-term commercial growth in today’s fragmented media environment.
Marketing Week
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