Consumers don't own brands. Companies do

' “You don’t own your brand, the consumer does!” Is it just me, or is there anybody else out there who has seen, read or heard that recently and who then thinks bollocks?' wrote Andew Harrison, an old P&G colleague of mine. And no Andrew, you're not alone. I think the whole notion of consumers owning brands is a load of old tosh as well.

As Andrew rightly points out 'It’s nonsense because it’s not true. Brand owners and shareholders own brands. Consumers consume. Marketing folk are confusing what the brand stands for (the message) and how it communicates in the modern media landscape (the medium).' In other words, just because consumers are more able to comment on, and yes influence, brands in todays web-enabled world doesn't mean they own them.

There are several dangers with the consumer-ownership view of the world. 

First, there is the problem of marketers getting carried away with consumer creativity. I recently posted on the example of Oxo's painfully bad consumer-created adverts. This sort of thing works well when it fits the brand, such as innocent kids doing a colouring competition to design a new pack. But it should be used sparingly.

Second, the risk is over-relying on what consumers say to guide your strategy. Consumer feedback of any sort if only ever a rear-view mirror of the world, and can only get you so far. As Andrew says 'Businesses need evangelists for its brands, advocating on behalf of the consumer but not giving up responsibility for the brand and handing it over to the consumer.'

Third, many brands get carried away with the idea of 'having a conversation' with their consumers, rushing to create Facebook pages and invite comments. This works well with a brand like Jordans Cereals, which has a real story behind it that people want to engage with. But in many cases consumers have no such desire, and so the comments section of the website will stay empty, and the YouTube viral video will have an embarassingly low number of views.

In conclusion, Andrew sums up well by saying 'Brand management means managing not abdicating.' Here, here.

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[Scott]

I think you're missing the point. If a brand is the perception consumers have of a company or product, than the brand resides in the consumer's mind. Your brand is your reputation. You may earn it, but you don't own it.

[Gift Registry]

The title alone says it all. Some consumers think they own a particular brand to talking a lot about it but in truth they don't on it.

[Canon Digital Cameras]

I really believe that consumers must not act like they are the boss always they also need to be humble for their own sake.

[Bruce Humbert]

Chris,

I could not disagree with you more. Not all consumer voices are worth listening to and wasting resources on Facebook and Twitter when there is no logical reason to do so is brand malpractice.

Our job is to create great products that provide great value and OFFER them to consumers - and as David notes the consumers job is to consume - or not....

"Listening" to consumers leads to things like the new Coca Cola 90 calorie cans - a bad idea that will hurt the brand before it is put to a merciful death in a year or so - I can just see the focus group - "sure it would help me manage my calories" - "yes I would buy it" - "would make me think better of Coca Cola", blah, blah, blah.

[Donald Cunningham]

Very compelling argument David.

[Chris Wilson]

I think when it comes to these new tools and channels, yes consumers have the ability to become involved in a more participatory role than ever before, but that doesn't mean that we should turn over control to consumers. And we shouldn't confuse feedback and online word of mouth as a cry for consumer control. They aren't asking to take over control of brands. They just want their voice to be heard.

Overall, I think we need to use these tools and the collaboration they provide as a way to gain insights about how our brands are viewed by consumers. It's a great way to keep a continuous gauge on a brands health.