In another sign that companies are increasingly using the Web to solicit their customers for creative ideas, Crest toothpaste is asking YouTube fans to develop the slogan for its new wintergreen ice flavor.

From September 15 through October 17, consumers are invited to submit videos featuring their take on the brand in 10 words or less. The winning phrase will be used in late fall and winter television spots advertising the new flavor. And to pique interest in the online contest, Proctor and Gamble has enlisted its pitchman TV Chef Emeril Lagasse to lead a panel of judges evaluating contestants as they perform their catch phrase American Idol style.

Just about every branding and marketing campaign now includes an essential online element that is sometimes the centerpiece of the entire effort. Why? Because with the availability of technology that allows for two-way communication with your customers – who are increasingly well-informed and active on blogs and sites like Facebook and YouTube – it’s easy to reach them for instantaneous feedback.

Furthermore, the totality of your consumers are cumulatively often much more creative than your in-house ad people and the creative types at your advertising agency. Add to the mix the fact that these kinds of innovative communications techniques create their own traditional media and you have an irresistible business case.

Companies that ignore or downplay this form of communicating directly with their customers and critics risk being forgotten in an age when brand loyalty lasts about as long as it takes to view a viral video.