I love how SUN's President & COO, Jonathan Schwartz, dispenses with the boring, uber-sterile traditional glossy marketing approach and just tells customers what's going on.
For example, the organization has recently begun selling their systems directly on eBay. Instead of overdone PR, he states what they are doing, why they are doing it, and how it affects their strategy, customers, and partners (and, not incidently, this move also gives them perfect information on the true market price of their systems). Schwartz also uses it as a bully pulpit to raise doubts about SUN's competitors. He also dimisses a minor confidentiality leak that took place when the marching orders he gave ended up on a t-shirt wearing dog.
What SUN has done goes beyond simply giving their fromage grand a microphone, however. They actually have set up an environment that is is accessible to any Sun employee to write about anything. Sports. Music. One of their bloggers, "Mary," even states "I use this blog to explicitly and without apology market to you."
SUN is in the process of killing Marketing as we know it and, in the process, is getting closer to their customers
(thanks to Rick Klau for the lead)