This article first appeared as a guest post on Paul Greenberg's ZDNET blog. It was a follow up to my post Brands, Narratives and Story Worlds. Many thanks to Paul for letting me tell my story. I know this post is long (twice my usual) but I hope it's worth the trip. Entertainment and corporate communications have intertwined for as long as there have been things to sell and stories to tell. Marketing has traditionally shown consumers what they want the consumer to see, but pervasive communications—the explosion of multi-directional media channels—has made this model obsolete. The age of broadcast is clearly dead. We are not just dealing with an audience, but an audience of audiences; people whose collective voice can have far greater power than any single television commercial or even advertising campaign. It's not news to anyone when I say we've entered a time where communications have become ubiquitous, and we live amongst a generation of hyper-connected individuals. The challenge