Scott nails it again here. This is increasingly what we are finding in our work at FM - that marketers who start with the question "What can I do to help my (potential) customer" are winning - by starting with how they can build value in a conversation, they build great brands.

I hate to say it, but we need to re-draw the wheel one more time. This time, take the brand out of the center spot and replace it with your customers—audience and advertisers. Yes, media products should still think of themselves as brands, but everything they do needs to be organized around serving the customer, and the only way to create a truly customer-focused operation (rather than just mouthing the words) is to start at the core and build out. Sometimes the best first step is simply to draw a diagram of the model and share it with your organization.