“‘Going viral is diametrically opposed to building that trust and relationship between a media property and an audience.  Brands spend all this time thinking about how to make something go viral when they ought to think about how to create a meaningful relationship.’” – Jim Louderback in the New York Times

Brian Morrissey over at Ad Week wrote a great article on “Building Brand Through Community.”  In it he talks about how companies like Zappos, Yelp, and Etsy have built their brands through the power of their users instead of relying on massive advertising spends.  What makes the article so informative is that Morrissey talks as someone who understands New Media.  The