"Brand integration used to be saying the same thing everywhere. Now it's believing the same thing everywhere."
From the blog (http://zeusjones.blogspot.com/) of exiting new start-up company ZeusJones with people from Fallon. Check out their site http://www.zeusjones.com/ which is really communication 2.0. Thank to Gareth (http://garethkay.typepad.com/brand_new/) for the link.