The famous 'Encyclopaedia Britannica' opens its online encyclopedia for contributions of internet users. People have to register to place texts on the internet. The texts will then only be adaptable by the author.

Future Vision by Erwin Van Lun on this article

Brands are experiencing a brand coming out. Knowledge is no longer solely for the specialists who get ever smarter in the daily service, but also for the general population. The people in the head offices are facilitating them more and more. It asks for a completely different set-up that’s hard to create for traditionally working companies. But also Encyclopaedia Britannica joins this important long term trend.

Related trends

• Brand coming out

• in Dutch