ReadWriteWeb

Bob Nanna of Threadless, the online superpower that capitalizes brilliantly on hipster T-shirt culture, takes a moment at the company's Chicago, Illinois, headquarters to talk about how employees have used social media to build and grow "brand love," a bleeding-edge, white-hot marketing term I just invented.

From CRM via Twitter to Facebook live video contests, the folks at Threadless have knocked online engagement out of the park and created a community around a brand while building a great reputation for responsiveness. Watch on and be schooled.