Spiders have existed for much longer than brands. For over 140 Million years many species have been around building webs. Not all use webs to catch their prey, but for those that do, the web has the great advantage that the spider can catch the prey without having to hunt it down. The spider just needs to be patient and wait. When the prey gets trapped, the spider senses the impact by vibrations transmitted through the web. This behavior reminds me of many brands in the 'other' web – they build websites and wait for the consumer. If the typical prey of a spider would behave like today's consumer, the spider would starve to death while waiting. And brands?

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