Bite’s Trevor Jonas posts about the marketer’s perspective of Doc Searl’s snowball metaphor – "frightening."

I think it’s all about giving into the loss of control. It’s no longer about having a message to control and more about participating in a conversation as a participant and not a leader. This gets to what is still a new concept in marketing circles. Brands are owned by their customers, not the company. This leads to a whole new style of marketing that empowers the external champions of a brand. in this new world it’s all about working through the customers to drive a point, not leading them.

Blogging is a platform that amplifies a message. If your story is told in a way that resonates with your customers, it will be picked up. If it’s well written, it will be picked up with all the contextual detail that will tell the story with less distortion and greater impact.