Quotable quote from Shel Holz: "A company does not own its brand; the brand is the reaction people have when seeing the company’s mark or hearing its name. That reaction is based on all of the various brand experiences they have. Online, these experiences are occurring on the company’s website with less frequency. As more and more content is consumer-generated..., these edge encounters increasingly are shaping the brand. Employees who are prepared and motivated to create a positive brand experience on blogs, social networks, and other Web 2.0 properties will serve the company’s bottom line".  Of course its not just sales staff here but all staff.  And remember how much more people trust word of mouth over marketing messages.