Douglas Holt argues that despite a brand's best efforts at creating content, their audience is trounced by

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Question:

Douglas Holt argues that despite a brand's best efforts at creating content, their audience is trounced by influencers who form around "crowd cultures". I don't believe it's an either / or scenario. Brands should both create branded content AND court influencers. Describe an online crowd culture that you know of (or find one if you can't think of any). Who are the major influencers? What brands could fit that crowdculture?

Branded Content vs. Influencer Content