Communications were more simple in the old days. You kept information central and owning it was power. Now the distribution of company information (good and bad) is fragmented and increasing in its distribution & velocity.
Its not all about a simplified message via offical channels now a lot of conversation with customers and influencers takes place on the edge of the company. The walled garden is disolving gradually for some companies and
Brian Oberkirch has tackled this subject is some depth in his posting last Spring about 'edgeworks' and it makes for interesing reading:
http://www.brianoberkirch.com/2007/04/30/branding-v-edgework/
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