Via PR Studies, Brendan Hodgson's late night musings on the future of PR. He predicts the mainstream inclusion of "Consumer-Generated" media and the further stratification and focus on niche markets, but one of his most interesting suppositions is that employees and customers will "be the brand", something that is happening already with employee blogging.
Whereas the Economist recently identified employees as "unintended guardians of the brand", in 2030 employees -- and increasingly customers -- will be the brand, and will need to be cultivated as such.
Fast Company had an interesting article called "Be the Brand" awhile back encouraging CEO's to learn creative direction 101. Maybe Hobson's future PR practitioners could use these instructions to nurture brand culture amongst company employees.