"It is now becoming utterly impossible to control the people formerly known as consumers. Instead, they control the media purveyors — by virtue of millions of mouse-clicks and the power of their combined click-streams. ..." Many would agree with Gerd Leonhard's premise. Terrifying thought for communications and branding professionals! Perhaps his new blog-book The End of Control: How technology is Shifting Control Over Media to the People Formerly Known as Consumers will throw some light on what we need to do about it. You can sign up for free to receive weekly chapters at www.endofcontrol.com.