Just a quick pointer to what looks like an excellent white paper on "The Elongating Tail of Brand Communications: An approach to brand-building incorporating Long Tail economics" by Mohammed Iqbal from Oglivy & Mather advertising. I've just skimmed it, but he seems to have done a great job of covering the basics and extending them with new thinking and examples.
This is how he describes it:
In its 22 pages you'll find the answers to these questions: What do you get when you apply the first principles of long tail economics to the craft of brand building? Can you create a complex, layered brand image by resorting to simple advertising? What role is user generated content going to play in the future of mainstream advertising? What lessons can space exploration and robotics teach the practitioners of brand-building? What's the evolving science of negative databases and why do we brand custodians need to learn about it? Why is the single-minded brand proposition an anachronism in the contemporary world of marketing?