Released on: October 28, 2008, 9:15 am

Press Release Author: Scott White

Industry: Advertising

Press Release Summary: A local man is part of a unique collaboration via the internet,
involving 237 marketing professionals who blog from 29 states throughout the U.S.
and from 14
other nations from Australia to the Ukraine. Scott White, of Boston, joined online
with other bloggers to write The Age of Conversation 2.

Press Release Body: Boston, MA, October 28, 2008 -- A local man is part of a unique
collaboration via the internet,
involving 237 marketing professionals who blog from 29 states throughout the U.S.
and from 14
other nations from Australia to the Ukraine. Scott White, of Boston, joined online
with other
bloggers to write The Age of Conversation 2, a book that is being published this
month. All
proceeds from sales of the book, available in hardcover and soft cover editions, as
well as a
downloadable e-book, will be donated to Variety, the international children's charity.

Scott White is the "BIG Kahuna" at Brand Identity Guru. He writes a blog called The
BIG Kahuna
(http://www.brandidentityguru.com/wordpress).

The book has an unusual story behind it, involving online connections between people
around the
world who have never met each other.

White contributed an essay titled Vanilla Is, Well...Vanilla, which asks "Why do 90% of
companies try and be everything to everyone? Do you think it benefits you to be part
of the
"norm?" Blending in only shows how weak you are, standing apart shows why you're
different and
better. Which club do you belong to?"
.
"Blogging has become a new way for professionals to share and discuss ideas," White
said.
"Collaborating on a book about conversation is a perfect way to share among
ourselves and
among others who don't read blogs. And we have the added incentive of helping a
charity that
does important work around the world. I am thrilled to be a part of this project."

Nearly two years ago through a chance online conversation, Drew McLellan and Gavin
Heaton
decided to invite fellow bloggers to participate in writing a book about
conversation and how it
impacts us in marketing, in business and in life in general. "Blogging, after all,
is about
conversation," McLellan said.

More than 100 bloggers from the U.S. and eight countries responded by contributing
essays on
conversation. The book, published in the summer of 2007, earned $15,000, all of
which was
donated to the international childrens charity Variety.

"Gavin and I were overwhelmed with the response," said McLellan "Almost as soon as
the first
book was published, we heard from bloggers asking when the next book would be
published so
they could contribute essays."

The Age of Conversation 2 will be available as a downloadable e-book beginning
October 28, at
a cost of $12.50, of which $10 will be contributed to Variety. Beginning on the same
date, orders
will be taken for a limited number of printed books in hardcover ($29.95, with $6.04
to charity) and
soft cover ($19.95, with $8.02 donated to charity).

Purchases can be made online at http://stores.lulu.com/ageofconversation. More
information
can be seen online at www.ageofconversation.com.
###


Web Site:
http://www.brandidentityguru.com/wordpress/2008/10/aoc2-the-branding-essay-of-a-lifetime/


Contact Details: Scott White
304 Newbury St., Suite 555
Boston, MA 02115
ph. 508.238.4347
fx. 508.238.5085
swhite@brandidentityguru.com

w. http://www.brandidentityguru.com
b. http://www.brandidentityguru.com/wordpress