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Referring to the Internet as "digital" implies that it is a media and a siloed entity. As we've shown here and explored before, the internet delivers every media, information and experience. In the future, it will deliver every type of information imaginable to every device.

While online competition generally drives down commodity prices, consumers have proved willing to pay more for their favorite specialty products. And there are many of them. Back when brand signaling tended to travel through broad channels like TV ads or the sides of buses, companies narrowed their offerings. They tended toward a few bland, least-common-denominator goods, like watery beer and one kind of minty toothpaste. The Internet and advances in manufacturing now allow for a much wider range of products aimed at narrower consumer interests. I might pay more for a craft beer and a bar of deluxe chocolate, but I'll be happier than when I was saving money buying Bud Light and a waxy Hershey's bar.

I figure that it's less likely to squander its name by skirting the rules or engaging in shoddy manufacturing than a company with less to lose. This peace of mind costs me about $7 per day. Economists have a name for these cues that companies employ to convey their hidden strength: signaling.

How to hire a Social Media Consultant