In a b-Web, everyone and everything communicates. Marketers become interactive communications vigilantes. Think of customers as individual molecules rather than mass markets and the picture becomes clearer. B-Webs group economic units to create value just as in physics molecules cluster to form a substance. A b-Web is a collection of molecules held together by economic, personal, technological, cultural, demographic and other forces.
Customers are molecules in the web.
The new challenge of marketing is engineering forces that attract and bind customers. It is also more than a symbol of a relationship, like a wedding ring. It is a measure of relationship capital. Mass communications created the brand and continue to do so. Conventional wisdom used to be that time, money and a quality product could establish any brand.