"If you want to engage the consumer, really get them spending time with your brand offer them a service not just an ad." - AdAge
I think this maxim is absolutely true in terms of what makes a brand stick. I also think this is absolutely true of what the real Web 2.0 , some now dub 3.0 will be, and perhaps even the secret to fully monetinizing the web, UTILITY.
The movement in this the next wave of the web is toward cleaning up all the junk we spewed in Web 1.0, because it simply is no longer true that if you build it they will come. There's too much built. If you're lucky they will try to come, but along they way they will stop off at Hulu or Youtube and poke around in Facebook and your brand is lost. People are busy. We know this. The consumer is harrassed, our goal, the goal of advertisers should be to acknowledge that and look for ways to make things easier, more useful and relevent.
Crispin just got the Microsoft account they're biting this one right in the face. How do you make the most utilitarian of software companies, relevant again in terms of image. No one ever really stopped using Office, we just all love to hate the company that force feeds it to us we want at least the illusion of choice, if not actual choice itself.
Easier, useful, relevant. Web 2.0 and of course personal.