News.com reports that at the American Association of Advertisers’ annual media conference and trade show, the key message was “let consumers brand your product”.

“Building relationships through brands is the future of marketing, Jim
Stengel, global marketing officer at Procter & Gamble, said in a
keynote session. The company, whose brands range from Gillette and
Crest to Downy and CoverGirl, is sponsoring Web sites for customers as
a way to increase brand loyalty and attract new customers, he said.
“We’re working to co-create rich experiences that tap into the desire
for self-expression,” Stengel said.

For example, P&G worked with Yahoo to create the Capessa online community site aimed at women. Yahoo also created the Pontiac Underground site for fans of the General Motors brand.”