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What Radicalization Means to a Brand Marketer with Yonder CEO Jonathon Morgan


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On this 249th episode of “Marketing Today,” host Alan Hart speaks with Jonathon Morgan, the founder and CEO of Yonder, an AI company that helps Fortune 500 communication teams identify and counteract online disinformation about issues that matter to their organization. 

In this episode, Morgan talks about the power of groups with extreme ideals and how thought radicalization can mean something different for marketers. 

Our conversation starts with understanding Yonder’s mission and how the company originated. Early in his career, Morgan conducted internet research, advising the State Department on how they could counter the impact of online radicalization worldwide. 

Morgan explains that the modern concept of the internet is based on a fundamental premise — “there is wisdom in the crowd.”  He soon found out, however, that “if you value crowds, you inadvertently value mobs,” and that someone who manipulates social platforms can have an immeasurable amount of power in swaying the crowd’s thinking. 

From there, Morgan provides insights on the pros and cons of social media censoring and how easily misinformation and extremist ideals can leak into mainstream media. Finally, he talks about how the idea of radicalization isn’t always a bad thing when it comes to brand marketing.

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