Create communities of values

To me, create communities of value is a fondamental aspect for a brand because it deals with her 'fond de marque', what the brand represents for customers and what message it wants to communicate. In the case of a digital strategy it can means : creating a blog or a community which can help people to share about the brand. For example, for a newspaper it can be really important to create such spaces, dedicated to customers to earn suscribers...
The only problem is that it can be difficult to be original for a brand using that kind of stategy because everybody uses it....

http://www.lemonde.fr/web/blogs/0,39-0,48-0,0.html
http://www.elpais.com/blogs/