"Your Brand Is Not My Friend" is a reference to a conundrum Web 2.0 creates for many companies: when do your marketing efforts intrude on a space that consumers consider private, making you just another unwelcome intruder. Whether it's an outreach effort to bloggers who have nothing to do with your product, a blog that reads like a press release or a trying-way-too-hard MySpace page.

This Wiki started as a three-part post on The Toad Stool in June 2007 which was picked up on by many in the blogging community. The suggestion to create a wiki came from Christina Kerley, author of CK's Blog.

Readers are invited to list their own examples of marketers who made the mistake of thinking that consumers regarded them as friends and overstepped their bounds. Or, conversely, marketers who did the right thing by respecting limits and realizing that consumers don't really want to hear from them unless they've got something compelling to say.