There’s an interesting discussion buzzing around the blogosphere about a new marketing model, which features a lot of overlap with the idea of community that we’ve been promoting to our clients.

Visit this post from the Leo Burnett blog.

"...rather than using different media channels to communicate the same idea, you can use each channel to communicate different things...Each channel is strong and self-contained enough to live on its own, but can then be pulled together into a greater brand narrative. The most interesting part is that this pulling together doesn't necessarily have to be done by one person - social relationships can help forge those connections, forming a brand community that shares and builds on each others' experiences with the brand."