Colbert "brand-builds" with podcast

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.