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......Creating branding strategies had been focused on unidirectional communication and the development of branding strategies that have tended to be push-oriented in their messaging (Thomas, 226). The transition to Web 2.0-based approaches to branding brings immediacy that must be based on transparency. This requires a departure in thinking away from the more traditional and slower-to-react approaches of evaluating and fine-tuning branding. For brand marketers the transparency inherent in Web 2.0 needs to be harnessed through the development of collaborative communities. These collaborative communities online can also become the foundation of creating levels of trust with consumers not possible through traditional branding strategies (Urban, 155 159)

Creating and Sustaining Trustworthy Brands with Web 2.0 and Social Networking
A brand is by definition the identity of a company, regardless if the company is producing products or selling services. Advertising and marketing strategies on the part of companies have as their catalyst the association of emotional and imagery-based attributes to a brand. A case in point are the many efforts of financial services firms including Fidelity Investments to link their brand with being a trusted advisor to others looking for guidance in managing their investments (Gill, 150 152). The breakdown in

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