Can consumers own the brand?

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image.

Can Consumers Own the Brand?

Marie Lena Tupot ScenarioDNA's Research Department, New York

Tim Stock Young & Rubicam and K2 Digital

Exactly who is holding the reins on brands these days? Does it really matter? Or should branding be more about the way a...