To add to the rambles on intventiveness and interestingness, here are some example of brands who believe in something and have something to say for three three examples of modern brand interestingess
Mad Men has won loads of acclaim, and grabbed onto the torch of best show on TV last year. AMC has entered the world of twitter to add another dimension to the character. Even in the digital world they don't break character when interacting with us real folks.
EA and Tiger Woods respond to a YouTuber:
That latest uber brand out there Michael Phelps is quite the Facebooker and gives a nod to his one million plus Facebook fans.