We are living in an age of content, and if advertisers and marketers start thinking of themselves as content producers that are tasked with engaging consumers around their brand, that is a much more enlightened view than people who think of themselves as disseminators of the information that the company wants consumers to learn about their brand. If you're creating amazing content, consumers will find you and they will engage with you. The "Bike Hero" viral video (spoof on "Guitar Hero" last year) got over 2 million hits and had people spend like four minutes watching it. That's the new model -- it's creating compelling content that draws consumers to you as opposed to crappy content that you push out and impose on broad-scale media.
- nicholas gill