Joe takes his crayons and goes home to Second Life

Congrats to Joe Jaffe, Shel Holtz, Neville Hobson, and CC Chapman for the forming of their 'new marketing' company, crayon. The company will 'officially' launch on their own island in Second Life on Thursday, the island shares the name of their site, Crayonville.

Jaffe explains the genesis of the company:

crayon is the realization of almost 5 years of evangelism, passion and thought leadership designed around the central premise that the world has changed; the consumer has changed; but marketing has not. Judging by the general consensus and response to my book, together with countless conversations with senior marketers, not to mention the level of discourse on blogs like yours, it became readily apparent that now was the time to scale and staff up to accommodate the acute lack of clarity and mass confusion regarding what to do next…

Enter crayon…

In short, crayon is a shape-shifter; a mash-up; a company that integrates the best of the consulting, agency, advisory, thought leadership and education worlds. crayon’s goal is to help our clients:

• Amplify, extend and enhance relevance, experience and value through bold, alternative and non-traditional approaches

• Join the conversation

• Create disproportionate positive business impact

Think of it as the marketing services embodiment of “Life after the 30-second spot” and then some.

Then it should be a smashing success. Congrats to Joe and the gang, and I wish them all the best. Joe does a lot of 'behind-the-scenes' work to help other bloggers that most don't know about, and he and Shel, Neville and CC deserve all the success I am sure they are going to enjoy as they use new marketing to prove new marketing.