Companies are increasingly tapping into the wisdom of the crowd. One example: Frito-Lay asked its fans to invent a flavor, and the result -- Cheesy Garlic Bread -- will soon be hitting the shelves. "What we got in total talk value for the brand [during the campaign] was unprecedented," says Chief Marketing Officer Ann Mukherjee. I think listening and reacting are the most important keys to successful collaboration. Hopefully more brands agree and adopt crowdsourcing .