Leveraging Collaborative Environments
http://www.iabc.com/cwb/archive/2007/0207/key.htm

Key, Rob
Communication World Bulletin
2007

Abstract:

Meet Scott, age 28, with a Dunkin' Donuts cup costume, a web site, a MySpace page and an archive of compelling brand content that, by the way, happens to rank number four in a Google search for the brand name. Scott is among the legions of brand enthusiasts who are knocking down the walls of the traditional "us versus them" brand relationship, demanding to be let in and be a part of the brand experience.