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).