Nouve introduces the concept that the future of how popular and influential our brands will become will be attributed for a great part to what he calls "the link economy".
That link economy obeys the Matthew Effect which basically maintains that the "rich will get richer, and the poorer - poorer". By that he means that brands with the most inbound and outbound links, with the most social chatter and generosity will ultimately be most influential.
He sites some of Malcom Gladwell's writings and of course the "Tipping Point" to explain that links are viral - the way Rushkoff explained them off - and although Nouve does make some interesting points (I especially like the futurology part of this presentation) and the Matthew Effect is an interesting angle on things - I believe the actual truth lies somewhere closer to Henry Jenkins's writings. Having said this - it is well worth the read.
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