I came across this interesting article about how Web 2.0 companies are building their brands through building good relationships. Companies such as Yelp and Threadless know with absolute clarity of who they are. By cultivating an enthusiastic community, the community will in turn "spread the word" - essentially marketing the company. When your custopmers LOVE you, they will do the heavy lifting for you in terms of promoting your company. This idea is not new but the Internet/Web 2.0 has brought this concept to the forefront of marketing.
http://www.adweek.com/aw/content_display/news/digital/e3i5e732e045deaaba35b0db0f0e2790a49?pn=2
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