A while back I was doing this thing called the IPA Excellence Diploma, the culmination of which was a thesis on the FUTURE OF BRANDS.
I ended up writing about the newly participative idea consumer and transmedia planning and that, borrowing heavily from the thinking of Henry Jenkins and other great minds, on the back of which I picked up the President's Prize, which was pretty cool.
They've just published it in Campaign in the UK and I was intending to put it here first in its original form since so much of the thinking was crafted and honed here. But in the end I didn't get around to it.
There is definitely an irony in the fact that the paper preaches treating active online audiences differently, and usually first, that I didn't 'launch' it online.
Anyway - you can download it here - I'd be very interested to know what you think.
[You can get the published version here]
You can see all the other published papers here - enjoy.