One of the great opportunities with podcasts is to use it as a tool to aid in extending a brand or use as a "brand-building" technique. Stephen Colbert's new Late Night Show debuted a podcast this week giving listeners a behind the scenes look at the process of how the show is put together. This is a great example of how any brand - even a TV brand - can use audio tactically. Bravo. And, by the way, it rocketed to the top of the iTunes Podcast Chart.