You Do Not Own Your Brand

Your brand is not yours. It is THEIRS.

And who are THEY?

Well anybody who cares enough to buy it, sell it, blog it, tweet it, flickr it, make a video about it or even do a whole website about it.

THEY for instance, are www.peopleofwalmart.com

A website that posts pictures of funny looking people in line at Walmart. (and by the number of tweets we read about it, is getting very popular fast).

Now put yourself in the position of a Walmart marketer.

Would you laugh? Be afraid of brand damage? Call your lawyers? Or think of it as an opportunity?

Remember the Mentos&Coke videos on Youtube?

Coca-cola called their lawyers.

Mentos worked with Youtube and did a great sales promotion.

When THEY play with your brand let THEM play. (and call your advertising agency to see if you have some fun with it as well).

Never call your lawyers. It's not your brand anymore, those days are gone.