Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

Rejecting the traditionally individualistic nature of blogging, I'm Next is a collective of five fashion bloggers, whose posts not only document their personal interests but the things they do together as friends - whether going to the gym or the VMA awards.

A generation of Chinese women have grown up without sisters to confide in, share their experiences with, or tell them what’s cool. They might be using social media as a stand-in; social commerce and photo-sharing site Itugo now has 15 million users. But what makes it so popular?

Illustrating the pitfalls, embarrassment and neurosis of life as an young adult in New York, Emma Koenig’s famous self-deprecating blog strikes a chord with a generation coming to terms with the widening gap between ambition and circumstance.