How to Overtake Legacy Brands

LZ Granderson: What happens when you convert your audience from an audience to a community? And this is where it starts to get a little scary for some of the legacy brands that have been around forever, he says. "They've just marketed as the biggest, but they haven't built their own audience or community" LZ: Now what's happening is people that are building these engaged communities suddenly have the opportunity to overtake brands with traditional advertising and paid media.

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