This is marketing done entirely in the open, no secret discussions on brand tactics behind the Wizard's curtain. You talk about your strengths, weaknesses, brand position, and so forth as an ongoing open discussion.
Central to this are social media tools. Some are used for discussions, some are for information dispersal, but any vector is a potential for learning and spreading the word.
Blogging planet or otherwise aggregated feed of all contributors
Publicly displayed and discussed content and code committing
Always being watched
All mailing list traffic
All IRC logs
All voice sessions logged and available
100% totally accountable discussions
Radically transparent
1.4.9.1. Fundamental rule - do not bash competitors
In fact, ignore them when talking about your project. Why waste the attention you've got on your project to point attention at something else?
