"Ever since the world of business changed (c. 1999), marketers have been floundering for how to respond. Stop. Instead, follow this roadmap laid out so thoroughly and eloquently by Mike Dover and Sean Moffitt, leading us into a new brand future of pull, not push, and of conversation, not control. Of course, it's only natural I'd love this manifesto; everything I write and talk about -- customization, experiences, authenticity, digital technology -- it's all in here, cogently synthesized and properly presented for your reading pleasure and branding leadership."
B. Joseph Pine II
Author of The Experience Economy and Authenticity
A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value
Derived from Hawaiian word wiki meaning quick subsequently meaning tribal knowledge and a collaborative website and Middle English word torch meaning a distinctive name identifying a product or a manufacturer