Car Sharing is a twist that rents cars by the hour - cheap. With a small yearly fee, you pay hourly rates for gas, insurance, and an allotment of free miles. People use the service to get groceries, move, transport people -- instead of paying for a full day's rental or owning a car. It's an excellent example of re-configuring how you provide a service, and how people pay for it, as a major source of marketing innovation.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. For more about Mr. Malmo - and to obtain a copy of his book of 110 two-minute business pearls - go to johnmalmo.com.