In the industrial economy the prevailing value chain was simple – producers would produce value and via a market consumers would consume it. However, if you’re shaping a brand for the digital age does this linear value chain hold true, and if not what does this mean for the producer consumer dichotomy around value?

Does the term ‘consumer’ have any relevance or accuracy for a brand in a digital age?

We wrote for leading brand publication Branding Strategy Insider about how we might consider the role of people in an era which doesn’t work on the simple industrial era value chain.