Chapter 17. Opening Jitters
As brands adopt an open worldview, the blogosphere and mainstream media have been quick to expose the rewards, but also, and most sensationally, the risks of the expansive online environment. Online search makes available indefinitely an enthralling and sprawling record of everything from rash experimentalism to unwieldy consumer/brand co-creation. Like the genie in a bottle, once it’s out there, it’s hard to contain again.
Some of the most memorable tales of open branding gone awry involve brand hijacking—when consumers appropriate a brand for their own purposes, in ways often not intended by the brand itself but that create or solidify a niche following. Brand hijacking predates the social web, but the digital frontier ...
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