The world is becoming a dangerous place for brands. Having grown in an environment where they were in command, the world’s top brands find themselves in unfamiliar territory. The dinosaur’s demise was allegedly because of new conditions. Will the brands we have grown with – Blue Band, Coke, Bata, Nation, Kenya Airways, Ribena, Weetabix, Tusker, Panadol – find themselves chocked by the freedom the web and social networks have afforded the hitherto captive audience/consumer?

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