Sure marketing's a conversation. And a relationship. But if a brand really got that idea and didn't just pay lip service, what would they do? They'd trust their customer to do some marketing, make the commercials, and be the voice of the brand. (Note to those who haven't spent a lot of time around brand marketers: this is kinda rare behavior.) Converse's instructions to their customer: "Make a film, not a commercial. It’s a great opportunity for you to tell us what Converse means to you". Translation: "We don't want you to just parrot our marketing and commercials, you're the customer dammit, you get it, so interpret the brand as you see it. We're just the guys at headquarters...." That's trust, thats really listening, and that's treating your customer as an equal, not some consumer. And thats definitely unusal behavior for a brand.
This is just what Converse, the shoe company owned by Nike, is doing at Conversegallery.com. They've invited their customers to make 24 second films and submit them. Spots that make it to TV earn $10,000 for the film-making customer.