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In the past, brands pushed out messages that came across as certainties, and customers bought into message by buying more and more products. During the 1990s, companies realized that customers were no longer sticking around and that they were no longer blindly following their lead. As the Internet and social media flourished, new and better opportunities to improve customer service appeared. In today's increasingly connected world, the customer is king and brands need to accept that they no longer are in control.
