Play nice. Share your brand with others.

WHAT IS IT?: Ben Edwards talks about how you no longer own your brand in our Web 2.0 age.

WHAT DOES IT MEAN TO MY BUSINESS?: Ben is right. Get over it. You don’t own your brand any more. Let it go and it will come back. Resist and the audience may not be able to develop that trust that is so critical in brand development these days.

PROS: It’s actually kind of fun if you’re not a control freak to let it go a bit. With the right attitude it will mean stronger brands, better business, and a bit of serendipity as the audience guides.

CONS: The audience may not understand at all what you’re business is about.

THE BOTTOM LINE: I still believe there are times when control of your brand must be used, but then it must be complimented with a longer period of letting go. In the end, the imbalance will put the audience on your side.

[slideshare id=37363&doc=corporate-branding-in-the-age-of-youtube-17632&w=425]