The social media revolution is bringing an end to unified brand presentation. Today it is our relationships, rather than direct communication with brand sources, that mediate our perception of brands. Jewishness itself has also become a matter of individual creation. Between the proliferation of Jewish lifestyles and the demand for personal agency in making identity decisions, Jewish brands are increasingly being defined by consumers, not producers. While brand makers will lose control, they also
gain a vital new distribution system for their content. Peer recommendations are much more persuasive than traditional marketing and advertising. The new paradigm demands crosspollination, viral marketing, and giving up on the ownership of eyeballs.