Advertising Age has posted their “Ideas of the Decade” list and it’s a great read for marketers.  There are some entries that are obvious can’t-miss inclusions: crowdsourcing, the long tail, the tipping point – but I found the entry on branded journalism to be particularly compelling:

Mr. Light’s theory, as he explained it in a 2004 conference, is that “you own your ideas for about an hour and a half.” In other words, the associations and meanings around a brand change over time, so marketing has to be nimble, both proactive and reactive, and liberated from the notion that a brand idea can be lodged in a consumer’s mind over time.

Give it a read and tell me what you think: http://adage.com/article?article_id=141058