What exactly does it mean to be anti-brand? Advertisers have found it increasingly difficult to market to individuals in the 18 to 24 market in a way that gets the consumer interested and involved with their product. Most young consumers do not want to be bombarded with brand names and logos, but companies have found new ways to integrate these users into their campaigns without threatening their anti-brand lifestyles.

Companies like Jones Soda and Helio have developed a way to pique interest in the younger markets with interactive marketing campaigns that allow users to redesign their MySpace pages with company logos-- giving their profiles a sleek new look while linking back to the company website.

Where MySpace has allowed companies to create their own profiles Facebook has adopted a different approach-- allowing companies to create groups which market to users by offering them discounts and deals on merchandise. Apple led the way with its iPod campaign (currently 473,708 members) with Victoria Secret (213,800 members) and Chase +1 (31,803) following close behind.

"The biggest thing marketers should learn about social networks is how to be part of the experience instead of disruptive," said Melanie Deitch, director of marketing at Facebook to Wired News.

eMarketer predicts brands to spend $1.8 billion on social networking sites by 2010, and an estimated $280 million was spent to advertise with MySpace and its competitors in 2006.