This is a very utopian post (not sure I agree about the triumph of personal brands, but it would great if they did!), but I totally agree with the fact that blogs enable DIY PR: "Increasingly people are able to publish themselves, promote themselves, merchandise themselves, do it all themselves, bypassing the third-party supplier and communicating with their intended audience direct, without constraints to scope. "

From Topics :: 21st Century Business Intelligence, Creative Advertising, Marketing Ideas and Simple Publishing - log - The Unintended Consequences of Simple:

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With blogs, sophisticated content management is no longer the distinct province of high-budgeted enterprises. They enable anyone who wants one to dynamically present prepared content via a professional face, with the ease and intuitiveness of a word processor. As some see it, Blogs represent a personal printing press on the desktop of every citizen.

Millions of people have realized the tremendous impact blogs are having on the internet, and untold more are awakening to the possibilities presented by them every day. However, of these untold millions, only a few truly (and justly) appreciate the consequences of this change.

The concept of self-publishing made simple, in the manner of blogs, is only a single expression of the mass enfranchisement of humans taking place. As more sophisticated systems enter into the general population of consumers, control over information and the internet will be transferred from existing networks to clustered individuals with vastly expanded capabilities.

Increasingly people are able to publish themselves, promote themselves, merchandise themselves, do it all themselves, bypassing the third-party supplier and communicating with their intended audience direct, without constraints to scope. 

In the wake of expanded capabilities, one person powerhouses are threatening to trivialize the importance of the third-party provider. Some day it may only be you and your target listener, with no intervening parties or interests.

Furthermore, greater quality controls over an individuals personal brand will result from their expanded capabilities, in effect letting the individual assume nearly total authority over their personal presentation to the rest of the humanity.

On the internet, at least, personal brands will rule, and corporate brands will adjourn the limelight pending the next cycle of the internet. Disempowered institutions will be on par with individuals in terms of how much influence they can exert over a given populace. The preponderating forces of the future will manifest as causes, which will likely decentralize from wherever they originated, and spread virally among interested clusters of the internet population.

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