Since its inception, the web has primarily been used by companies for advertising purposes. In the past year, things have changed. Advertising as a whole is facing a true identity crisis.

Beneteau (est. 1884) is definitely one of the most cutting edge and successful sailboat and powerboat manufacturers around today (it is also the largest). The company recently launched BYC, the Beneteau Yacht Club.

One of our favorite. Starbucks created this site to provide its customers and employees with an online venue to share ideas for the brand.

Mass media and open sites are important for syndication and expanding the reach of a brand. But proprietary, company-controlled online spaces are as important. As clients access and join, more opportunities to promote the brand’s offering rise…

Close to two years ago now, Fortis (the financial services company) and Ernst & Young joined forces to create a high-quality professional social network.

Christiania Vodka is betting on its tag line to create an experience that is primarily social (maybe too much so) with a controlled-access network designed for nightlife fanatics and party lovers.