Michael Skapinker’s article in the FT entitled ‘You can handle the web without an adviser’ has an interesting take on how the web influences brands. It seems to me that his argument that he can recall only “four web-based consumer campaigns that had real impact” misses the point about the huge impact the Internet is having on brands. It is less about changes in business decisions such as the return of the Wispa, and more about the pervasive availability of online whispers which accumulate into a very persuasive reason for people to take action. For me it is the decisions of individuals on a daily basis influenced by the likes of content on www.tripadvisor.com and consumer reviews on www.amazon.co.uk that brands need to monitor and influence. Too often the focus is on  ‘tell’ campaigns above the line when active dialogue online could develop a more rounded and balanced set of consumer perceptions and recommendations.