iCrossing just unveiled plans for a new initiative to bring brands, agencies and media companies together to explore future content. Dubbed the "The Content Lab," the initiative will live online at
http://thecontentlab.icrossing.com, or can be followed on Twitter a @TheContentLab, and will feature a series of forums developed by iCrossing and parent Hearst Corp., which acquired iCrossing last
year.
In support of the initiative, Hearst and iCrossing today released the white paper Building a Connected Brand: How Brands Become Publishers in a Real-time Marketing World:
http://icrsng.com/brandsaspublishers.
