Brand Aids: How To Launch Your Brand Into Cyberspace

The ubiquity of today's strongest and most reputable brands - among them Lego, IKEA and Barilla, according to the 2007 list of Forbes Most Reputable Companies - is in large part due to stalwart communications strategies that have been shaped and refined for years, if not decades. What, then, does that mean for these brands - and the communicators who protect and grow them - in the age of digital communications and consumer-generated content?