Bob Garfield writes another magnum opus for Ad Age. The last was on his chaos scenario for advertising. This is on the open-source revolution. Great lead:
In the distance? It’s a crowd forming — a crowd of what you used to call your “audience.” They’re still an audience, but they aren’t necessarily listening to you. They’re listening to each other talk about you. And they’re using your products, your brand names, your iconography, your slogans, your trademarks, your designs, your goodwill, all of it as if it belonged to them — which, in a way, it all does, because, after all, haven’t you spent decades, and trillions, to convince them of just that?
Congratulations. It worked. The Great Consumer Society believes deeply that it has a proprietary stake in you. And like stakeholders everywhere, they are letting their voices be heard.
Why? Because the information society is reversing flow. What began as an experiment among a few software nerds has, thanks to the Internet, expanded into other disciplines, notably media and law. But it won’t stop there. Advertising. Branding. Distribution. Consumer research. Product development. Manufacturing. They will all be turned upside down as the despotism of the executive suite gives way to the will, and wisdom, of the masses in a new commercial and cultural epoch, namely: The Open Source Revolution.