Paradigm Shifting & Brand Cultures

During this morning's reading I came across little description of paradigm shifts via Erik Du Plessis in The Advertised Mind. Some of my favorite lines follow

• A paradigm shift derives from a discovery in one field, but a major shift affects other fields as well...
• Many people cling to the old paradigm even after it is clear that the new one is a better fit with experience...
• When there is a shift to a new paradigm previous knowledge makes more sense...
  

We are in the midst of a full fledged paradigm shift. The sinewy threads of the World Wide Web have connected folks previously stranded on an island of their peculiar interests (both personal and brand related). There are communities for everything. It's a cross section of celebrating individuality and a threat of homogeneity as we all discover that we're not that unique.

One implication, that we've written about before and continue to be enthralled with, is the effect of transparency and the aggregation of information. The Internet has reinforced our natural desire to build and interact with cultures, not just objects or products. And that is a clear paradigm shift. We're all recognizing the impact of our purchase decisions and that a purchase supports more than a product, it supports an entire brand culture.

More than ever, brands need to understand they are a culture and that a consumer's purchase is an investment into that culture. Likewise, as consumers evolve they will need to understand the power of their purchase. With the web making transparency and sharing easier and easier, we can expect to see some exciting changes and advancements in conscientious consumption and consumer communities.