The internet has dramatically changed how consumers interact with brands. Before the internet, brands could break into American culture with a message designed by them and unaltered by the masses. A brand could dictate and frame its message the way it wanted to.
Today it's different. Brands expect their message to be evaluated and transformed by consumers on social media. Branding is no longer about pushing ideas and emotions onto the consumer. The Brand gets modified as the message is digested.
Sometimes with devastating effect . . .