Who Owns Your Brand in 2020? This Might Surprise You.
The biggest difference with marketing in the New Economy is the addition of "interpretation".
This means your carefully crafted brand narrative and content can be interpreted and shared (usually via social media) by whoever, however they want.
Speaking to an innovation manager for Coca-Cola Asia Pacific, she told me that 90% of all Coca Cola content on the internet is created by unknown consumers (or non-consumers or even competitors, who knows), and only 10% of content was created by the brand owner themselves.
With the net result that even the most tightly controlled brand story can find itself in unusual places, as the collection of logo interpretations below clearly shows.
Despite what your legal department says, you don't own your brand anymore. The customer owns it.
Smart marketers will guide those conversations and perceptions.