I have mentioned this book before, but I finished reading it all on the flight to Vegas. Wow!
Hugh MacLeod's Authenticity is a great read.
"The new business model will be the intersection of the three following things: Purpose, Company Culture and Media." (page 69)
"Purpose: It’s the “Why” of what you do, it is not the product. Company Culture is informed by “Purpose”, it is that actions that a business takes each and every day to remind people of their purpose. Purpose is a set of beliefs, and Culture is the expression of those beliefs in business (Action)." [gapingvoid]
Media - all of the marketing and branding flow from that - with that purpose in mind.