The Synergy of Synergy: How Brands Link Entertainment Content and Popular Media for Maximum Impact
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: Content often flows across different kinds of platforms—novels become TV series, and amusement park rides evolve into film franchises. Democratization of Influence The Synergy of Synergy: How Brands Link Entertainment
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In the past, media was top-down (studios told us what was popular). Today, it is bottom-up. Popular media is now driven by .