http://attentionmax.disqus.com/Max Kalehoff on the hidden sides of marketing, technology and life.enFri, 01 Sep 2006 00:50:44 -0000http://www.attentionmax.com/my_adventures_in_myspacechapter_9brands_assume_myspace_profiles#comment-1745218<p>Great post. Fine line, indeed. This new playing field of authenticity, where advertising is a side dish--no longer the main course--is going to be a rough adjustment. And, like you say, I hope it doesn't kill the medium in the process.</p><p>I recently posted on how "Wawa" (the convenience store) has fan-generated sites on MySpace and Facebook. Naturally, those brands are at the center of those sites because users placed them there. Why? Because of Wawa's great service.</p><p>So, in answering your question, I think brands will by and largely need to turn inward (ramp up innovation/increase service levels) rather than outward (airing ads, creating self-serving channels) to create better products/services/experiences. In other words, they're going to need to do what they should have been doing all along. Then the customers can invite them in, as an accessory or otherwise.</p>CKFri, 01 Sep 2006 00:50:44 -0000