Plan B, a San Francisco-based “strategic and creative sparring partner for brands in pop culture,” just blew my mind. Here’s the first three (of ten) points in their brand hijacking manifesto:
1) Let go of the fallacy that your brand belongs to you. It belongs to the market.
2) Co-create your brand by collaborating with your consumers.
3) Scrap the focus groups, fire the cool chasers and hire your audience.
Umm…this is what I’ve been saying for the last 18 months, but not so succinctly, nor with any real authority. On one hand, I’m insanely jealous that I’ve been beaten to the punch. On the other hand, I feel completely validated and more prepared than ever to put these insights to good use.