Building Brands Through Community Efforts
More and more companies are instituting web grass roots efforts to build their brands. According to Umar Hague, a London economist and Havas Media Lab director, "By choosing to invest in consumers over advertising, Google is a living example of a deeper truth: The future of communications as advantage lies in talking less and listening more." Read more, about brands like Zappos and Craigslist at http://www.adweek.com/aw/content_display/esearch/e3i5e732e045deaaba3ecab1948a0858e5b/