Have you looked in google’s mirror recently?
Amelia has posted about what happened when she googled Coke’s new end line.
When was the last time you googled the brand(s) you work with (pitches don’t count)? And when was the last time you checked them out on technorati or google trends? The most interesting ways that consumers are interacting with your brand probably haven’t got anything to do with what appears on your brand pyramid/triangle/onion. I’m doing some work for a soft drink brand that it turns out is being consumed in ways the manufacturer never had in mind…
OK, so maybe some of these brand interactions aren’t exactly what you had planned in your quest for total brand/world domination, but sometimes you’ve got to work with what you’ve got.
On the other hand, you can go a bit too far – as this brilliant piece from The Onion hypothesises.