Going to them in yet another way...

John Battelle has been discussing branding and has several examples that make a familiar point-- The Rise of Independent Media Brands Online:

To keep building our brands, we have to go where the audience has gone. And every month, according to Comscore, 600 million people visit conversational media sites – foreign lands when it comes to brand marketing. Or ….are they?

His posts are worth checking out. He's got some great examples to help make the case. I know I'm a bit of a broken record on this strategy of going to the communities, rather than expecting them to come to you. It's a difficult concept to grok. It's that be-the ball thing. Bottom-line, if you build it they will not come. It's no longer the internet 0f 2004.