One great thing Web 2.0 and SaaS is doing for marketing is helping break down the barriers between companies and customers. These barriers exist at the boundaries between corporate content and customer content and around the edges of what we call products. If you accept the service dominant logic that  products are just ways we package services, then it helps to understand that customers buy a lot more from us than just the widget. They buy the whole experience we offer - from the enquiry through the purchase to the utilisation and support of our widget. And it is this experience that defines our brand.  This needs to be well understood deep inside our business strategy - it requires multi-disciplinary design coordination. Design for service, design for experience.