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I caught a few of the later sessions today at the Emerging Communications (eComm) conference in Mountain View, and the program was pretty good.
The world is small. Life is short. But brands still want to be big and have a long life. That's no longer viable. Given the atomization of audience size and behavior, they will need to "shrink," too, if they want to remain able to connect with consumers.
Marketers and brands have always had conversations, but at a much slower pace and mediated by professional parties. That's no longer the case. Conversation 2.0, that is, the web 2.0 enabled conversation, shifts places and times.