Just read a great article by Jason Falls from Social Media Explorer observing the facts between one way and two way communication in the advertising world of today. This is what Web 2.0. Its not about the design and its not specifically about having something viral. It’s about facilitating the communication of that viral element in a campaign. Listening to what your consumers are saying and responding to them. Advertising agencies don’t get it. They want and continue to shout instead of listening. How did successful businesses of the past promote and conduct themselves before the internet infiltrated our lives? They listened, and reacted to their consumers needs and desires. Before it was a handful, now its thousands at a time. Social media know how to leverage those thousands of users, get them talking to you, get them communicating with each other, and over time build a strong relationship with your company. Maybe we should call it the rebirth of branding.