Brands must socialize with consumers: It won’t be enough for brands to craft powerful messages and push them through different media channels. They will need to participate directly in conversations with consumers and provide more meaningful value exchanges.
They summed up the report best with this point:
Full report here: http://fluent.razorfish.com/publication/?m=6540&l=1
Being an active brand means accepting the fact that the days of formulating one big idea with multiple executions are behind us.?? Being an active brand means that each day you interact with your consumers based on how they interact with you and with each other.
Full Summary here: http://www.socialmediatoday.com/SMC/109062