Companies Contribute to How Consumers Define Their Brands
According to the Emergence Marketing blog, consumers define your brand, true enough, but it's not true that companies have lost all control of their brands. What a brand stands for is determined by the user interface between the company and the customer -- which is influenced by a multitude of factors, including advertising, customer service, packaging, etc. It's wrong for companies to assume that they no longer control their brand's image in the mind of consumers, as it sets them up to miss important, influential opportunities.