If you ever need a blueprint for viral video success (or even a new media approach), it's sitting on YouTube's most viewed list right now: Guys backflip into jeans.

The viral spot created for Levi Strauss by the advertising agency Cutwater has rocketed past 2 million views in just a little over a week's time. The premise is simple - a group of performers do a series of increasingly complicated tricks to step into their jeans.

On the heels of its successful generic prescription drug plan, Wal-Mart announced in 2007 that it planned to open several hundred medical clinics within its retail stores. Wal-Mart CEO Lee Scott believes the number could grow as high as 2,000 by 2014.

The model was simple. Doctors or nurse practitioners provide routine medical care - testing for strep throat or giving flu shots at a fixed rate. CVS, Walgreens, and Rite Aid were quick to follow suit, saying that they were considering similar measures.

It's a classic example of Blue Ocean Strategy. Faced with slowing revenue gains, Wal-Mart decided to curb its expansion plans and focus on deriving more income from its existing stores. Rather than battle Target or CVS and accept diminishing returns, the company set out to get ahead of the curve and launch a retail, healthcare operation.

Let's begin by acknowledging that you are reading this entry on our corporate blog and you've probably already launched some sort of interactive communications with your customer base. Even Wal-Mart has a blog, featuring its in-store buyers. Corporate blogging has taken a seat alongside the most traditional communications tools and deserves serious consideration when looking at how you currently develop your brand.

Trim the fat. Make more money. Really listen to people. It's that time of year when we set out to meet new goals and commit to reinventing ourselves.

Our customers are making the same promises. Traditionally, companies have taken notice by offering two-week trial memberships or free toasters. But the marketplace today demands much more than product incentives; it's about becoming an integral part of your customers' lives. Learn how to make your brand a necessity by understanding and facilitating the shared interests, values, and goals of your customer community.

In today's post-"Inconvenient Truth" world, companies of all shapes and sizes have rushed to get onto the "green" train, but many have missed the whole point: It's not about (in)convenience, it's about truth.

These days, announcing your company is "green" is like offering up your sleeve for a scarlet letter to be placed on it. In fact, a recent survey done by marketing consultancy Ipsos Reid showed that nearly 70% of Americans contend that being labeled "green" is merely a marketing gimmick.