Listicles, celeb gossip, virals, and vloggers. Nothing works harder to capture and retain our attention than the internet. But if clicks, page views, and ‘likes’ no longer cut it when it comes to gauging how engaging a platform really is. How should we be measuring a brands money-making potential?

With a lighthearted tone that appeals to Millennials looking for a bit of light relief – and something funny to share on Facebook – BuzzFeed has nailed a formula that's got everyone talking.

Starting life as a newsletter that tipped off subscribers about the coolest place to grab a coffee or buy a shirt in New York, Thrillist has grown into a multichannel business. It's now set to make $100 million by the end of 2014. But what's the secret behind its success?

While many brands thrive on the traditional notion of being personable and attainable, others flourish by being 'faceless'. But from Maison Martin Margiela’s undisclosed designers to Muji’s minimalist homeware, how are these anonymous brands faring in the age of the overshare?