14. Buy this â Did you see this?â â Yeah, Waddja think?â â Fail . Not convincedâ â I luv it.â â Really ? Why?â â Do you know what it does?â â Tell me..â â Well , I tried it on my 2 kids AndâŠâ Pam: Joanne: Abby: Jen : John : Dave: Joanne: Mitch: Sara: WOW Brand X:
21. TRADITIONAL MEDIA DIGITAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer