People no longer just buy products or services; they buy companies, which means policies and practices are just as important as brand promises, and that the traditional tools of marketing -- imagined benefits, emotional associations, and other inventions of traditional branding -- won't alone satisfy their expectations.

Increasingly, today's purchasers see themselves as owners instead of consumers or users, for they own sales results, and can thereby exert their authority either through their patronage, as committed loyalists, or via boycotts, which they use to express their disapproval. This means that marketers have to reimagine not just how they communicate, but the why and what they choose to share.

I'm documenting this transformation.

I am the Brand Populist.