Thomas Friedman wrote a book that I quote from time to time called The World is Flat which details how today's business world has shrunk in terms of time and space. Because of the internet, social media, etc you can be skyping with someone in China, or having a customer service call with someone in India, or have a video conference with people from 3 different continents while editing the same document!
So what, we've been doing that for years, what does that have to do with my brand? It is because of this flattening phenomenon that brands can become household names much faster than ever before. Look how quickly Google became a term for looking something up vs. how long it took for say, Coca-Cola to become a worldwide term for soda. Yes, the barrier to becoming a household name is considerably lower than ever before, however at the same time, there are major pitfalls that you need to be aware of in your rise to brand supremacy.
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