I found an interessting video on YouTube in relevance to who creates the brand online. The moderator, Mr. Dixon, claims that "in the online world advertisement is dead...it's death of branding...it's the death of online marketing, it's the birth of information. In fact advertisement becomes information...the online community becomes revelation".
In regards to Lonely Planet it might be interessting to analyse how active Lonely Planet communicates with their consumers and in which way they use third-party advertisement....http://www.youtube.com/watch?v=MeB9kElnO3Q&feature=related
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