A while back a post on adliterate talked about 'dynamic microbrands', companies that exist around an organising idea that reflects a genuine point of view as opposed to a marketing positioning. Howies are one such company and their Do lectures are a great example of using live activity to share, discuss and debate some of the issues that are important to Howies and their customers.
innocent's AGM is another case of using live to open up discussion around the brand. A lot of brands claim to be interested in what their customers think, but here are two examples of genuinely engaging people with your brand.
