We have developed an implementation methodology for brand communities over the last several years and projects; summarised as ECHOES (we will run out of allusions to 'resonate' eventually). The 'S' stands for "Story" - the stance of interest that underpins the community and makes it interesting, moves the narrative forward and provides Clay Shirky's "plausible promise" that lets participants feel other people will also find this interesting and a worthwhile investment of time.

The addition of new places to market online - blogs, forums, social networking sites - has re-focused us on the fact that people talk to each other about the products/services we are marketing.

These conversations are not just another communication channel, the interaction shapes the message and you are not in control. This qualifies as the 5th "P" in our mash-up of Kotler's Marketing Mix.