Ad Week had a great article by Brian Morrissey go up today called “These Brands Build Community: How these web 2.0 companies build good relationships to build their brands.” Here a few choice quotes from the piece (the one from Kalmikoff is my favorite – just managing parameters is a great way to think about wikinomics strategy):

“We think our brand is going to be different because we want people to feel there’s a real person they’re connecting with, whether it’s when they call us or through Twitter or any way they come in contact with us” – Tony Hsieh, CEO of Zappos, and probably the only CEO who gave away shoes via Twitter this week.

“All we do is try to respond to what users are asking for. That’s how we set our priorities. Users aren’t asking us to run ads, so it doesn’t come onto our radar.” – Jim Buckmaster, CEO of Craigslist

“By choosing to invest in consumers over advertising, Google is a living example of a deeper truth: The future of communications as advantage lies in talking less and listening more.” – Umair Haque, Havas Media Lab Director. Check out the bubblegeneration blog.

“The community changes the brand to suit them. We don’t have expectations of what Threadless will be. We just manage the parameters.” – Jeffrey Kalmikoff, CCO of Skinnycorp (parent of Threadless, which for no reason other than oversight was left off the wikinomics in action list).

“Our brand grows with a thousand different focal points, rather than one big mono voice of ‘Here’s our brand, come engage with us’”- Etsy CEO Rob Kalin. Great video interview with him available here; Etsy is a sort of like an eBay focused on “all things handmade”.

“Right now, we’re still at a point where if you have a big enough budget, you can cover up what you’re doing by spewing out some nonsense. Clearly that’s going to change. We’re not going to know less about companies tomorrow than we do today.” – Adrian Ho, founder of Zeus Jones (a Minneapolis agency).

Side note: Threadless and Etsy have been added to the wikinomics in action list on the right hand side of the page. As always, we encourage suggestions of other companies that we might have missed…