So like many people, I got sucked into watching a lot of NBC’s coverage of the Olympics. Other than developing an attachment to Bob Costas that surprised and scared me, I noticed something new that NBC is doing. When they promote their upcoming programming and show their logo at the end of the spot, they are using the wonderful message: “chime in.” Obviously this is a creatively phrased call to action that references one of their brand assets—the chiming three tone melody that has accompanied their logo for decades. But the call to action is an indication that many organizations have learned that in order to convert people into brand citizens, they need to invite people to enter a dialogue. Communication about who you are and what you value as an organization is no longer a one-way street, there should be two-way dialogue. Just thought the way NBC has integrated that into their existing brand and lingo was pretty cool...chime in. Nicely done, NBC. And nicely done, Michael Phelps.