I really like Brett Virmalo’s post today “2010: Marketing is not Marketing.” He points us away from the “artificial or half-true brand stories’ that, sadly, characterize much of what consumers are fed today, and points us to activities of “uncovering, fostering, sharing, and engaging with employees and consumers around the true stories that make your brand unique.” These are the activities of today’s Marketing. He looks at how various departments in an organization form today’s real marketing department. They include product design and development, and customer support.

More to the point, in today’s Marketing every department is a marketing department, and every employee is a marketing department of one.

Stepping back and taking a broad view of the business model, what appears to be happening today is the merging of traditionally independent departments or focus areas. This is more than removing silos-it is a whole new way of operating. Today, every department is a marketing department, every company is a media company, and every company is a green company.

“Every Company Is A Media Company” is a post from Brook Ellingwood that will either strike fear or raise hope in the heart of business owners. Brook writes, “Nearly every job in the modern workplace is to some extent a media job…”

Fear comes from believing that, on top of all the challenges a business faces, it must also adopt a new vision of itself, based on digital and social media. Hope comes from seeing this as an opportunity to outsmart competition.