The rise of the internet and social media is driving the next stage of the evolution of branding. Unlike consumers of the past, internet-connected people of today aren’t satisfied to merely consume – they want to participate. Social media brands like YouTube and Facebook rely on their users to help establish their value and how they are perceived by the public. Content sites like Amazon and Yelp depend on reviewers to provide their most persuasive content. Although internet-based companies give up some of the control of their brand image, the loyalty from an actively participating customer base is unparalleled. Viral marketing, search engine optimization, and outsourced delivery allow organizations to gain visibility and deliver products without spending millions on advertising and infrastructure. What comes next is anyone’s guess. Personally I can’t wait to find out.