This document discusses the concept of "wikibrands" and how companies can reinvent themselves in today's customer-controlled marketplace. It outlines 10 factors for wikibrand success: 1) requiring a culture change, 2) having a clear focus, 3) using the right language, content and outreach, 4) providing incentives and motivations, 5) establishing rules and rituals, 6) choosing the right tools and platforms, 7) managing communities well, 8) adapting to the community's life stage, 9) using proper metrics and 10) facilitating organizational change. Companies are encouraged to engage with customers through social media to build advocacy, perception, support, serendipity, content, insight and ultimately success in business.