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Geoff:

That's why my tongue was firmly planted in cheek. The truth is anything marketers (and consultants, I must say) get a hold off, tends to get beaten to death.

Everyone wants to have the magic potion or the magic word, and it becomes difficult to explain things at the creation stage. So on the label comes.

Good post: This seems right to me. Things are moving so quickly that marketing's more of a service organization helping and responding to the community, rather than dictating to it. And this is the natural evolution of marketing as social media gains further traction, it's only natural that the principles of success here affect other disciplines within the marketing tool set.

GL

P.S. Sorry, but the term 2.0 kills me. I just think it's been beaten to death.

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