Mr. Brymer, President of DDB offers telling insight into the discipline of marketing desperately needs to shift it’s thinking.  Conventional marketing wisdom had marketers speaking to consumer through mass communications as if it were a herd congregating in one place.  The herd no longer exists; what is left is the imprint of humans linked by digital social networks.  No longer does socialization take place in small groups (TV model); now they share info with 40 friends within a social network, 140 via blog feed, with significant pass along tendancies, noted Brymer.  Hence, the creating a swarm of communication.  The business challenge, today you are marketing to a swarm of people who gather and deposit information with the collective intelligence of an entire social network.  Gone are the days of relying on expert sources, mainstream media, and mass advertising.  Now, the swarm is fueled by friends, family, peers, and online communities.  The Marketing eco-system has now been completely redefined.