Who owns the brand – when consumers seize control, do brands profit?
Interesting article in Agenda Inc: Agenda Inc. Live Feed – Who owns the brand – when consumers seize control, do brands profit?
This ties in really well with the whole controversy on the Agency.com pitch for Subway. According to this article companies should let customers hijack their brands. Although I believe this to be true, not a lot of marketeers are willing to let go. For me, it’s another point that Agency.com didn’t do anything to harm Subway’s brand and I remain convinced that the pitch was not a bad idea (I’m not talking about the execution, which could have been much better, I admit).
Brilliant Word of Mouth…
Agency.com pulled off a brilliant marketing coup by posting a video of their pitch process to the web in an attempt to win the Subway campaign. I believe they should get the client immediately, because they’ve totally proven they grasp…
Isabel Walcott Hilborn
August 8, 2006 at 6:08 pm
I refuse to learn more as my brain is just melting. I am looking forward to the holidays ending this year. Seems outr industry has slowed a lot this year.
Jonathon Maller
December 21, 2006 at 4:43 pm