Brands these days are experiencing less control over how they are defined with the power shift to consumers and communities. Additionally, a brand's website is only one of the endless places the brand can exist on the web. Many brands are leveraging the best social networks to build communities.The relaunch of modernista.com on 3.8.08 addressed these challenges by opening ourselves up and allowing people to have a say in defining who Modernista! is. Our “site” is a simple navigation menu lying on top of and highlighting our participation within the living, breathing, and collaborative social web.