There was a line in this Idealog article that rang true with me: “We were always taught that brands are owned by the customers. But the changes in technology have accelerated that idea to make it a reality.” Leaving aside the vacuity of the second phrase, the point I take away is that a lot of Web 2.0 is technology giving users more control over their experience. Case in point: Platial just launch map stylings. They let you customise the look of the map that you embed in your blog or other web page. They’re letting their customers own the product. When the customer makes your product theirs by injecting their personality, needs, and life into it, you’re doing something right.
