Kevin and I have been discussing the fundamental changes in which the communications ecosystem is evolving. New tools have emerged amidst drastic cultural changes. Or is it the tools that are shaping the ways in which we view the world? Cause and effect continue to reverberate. To wit, the phenomenal surge in video uploads post iPhone 3G phone. Or the recent Mashable article announcing that the iPhone is rivaling the Canon EOS as the number one camera on Flickr.Regardless of the chicken & egg, what we know is that it is time to get experiential. People want to participate and look for ways to get involved with their passions, connecting with others who share their interests. Along with this shift there has been an increased prioritization of culture. Why is this? With the old practices of command central falling by the wayside, how do we best disseminate our messages? Previously, the limitations of communication (cost, control) relied on a game of numbers. This model focused on minimizing risk with measured placements against the middle mass of a brand's target -- maximizing reach with a silver bullet message. As opportunities and platforms for communication increase and interactions are made possible, decentralized efforts must be shared amongst the collective, increasing the importance for everyone to be steeped in the culture. Now, more than ever, it is important that brands know thyself. Culture (third definition, wikipedia) the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group. What do you think?