John Bell, head of Ogilivy’s 360′ influence, describes the “personal message shield” in his post today on the Digital Influence Mapping Project. With so many commercial messages bombarding us each day, we are using “our family, friends, Facebook groups, Blog and Twitter followers” as “filters for relevance.” This makes perfect sense as we all try to manage tremendous amounts of information. Steve Rubel writes a great deal about the new “attention economy.” Marketers who continue brand communications as usual will not make it through these filters. This makes a dialogue with customers all the more important to brand communications.