In less than a month, the most-watched sporting event on the planet will begin, the 2010 World Cup. But an associated competition is now well underway - brand sponsorship and advertising, specifically the rivalry between Adidas and Nike.
...but in today's social media world, you and the competition aren't the only players in the communications game. The rest of the world - customers and non-customers alike - are also players. So, it is just as important to consider what these other "players" will do.