For Marketing Leadership Professionals (Length: 6 pages)

Executive Summary (This is a document excerpt)

The Web provided niche brands with a distribution channel, as described by the concept of "the Long Tail." Social Computing gives these niche brands a powerful marketing channel, enabling them to develop deep relationships with communities and increase market share and margins at the expense of big brands and mass media. Incumbents need to change their positioning drastically for damage control.

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