How can any company expect to cut through and reach consumers in a meaningful way to become a trusted brand? The answer may seem a bit strange, but to cut through the noise of information you will need more information? Yes, more information! It may seem counter intuitive to fight the noise of information by adding to what’s already out there, but information’s is among the most valuable tools in any marketing strategy.
The Internet has created an environment in which institutional control of the order of information has been lost. Imagine the transition from several thousand companies once controlling messages through traditional media, to today's expansive communication via several million individuals free to distribute their own information on the Internet.