“You don’t own your brand, I do.”™
To fully appreciate this example of the Brandalizm Wave, it’s important to understand the hard-core gamer—the target of this new soap that smells like Mountain Dew and looks like an NES controller.
There’s a brand battle heating up, and this time the consumers are sitting ringside. In the Brandalizm Wave, people aggressively promote or destroy brands, and in this case Sprint and iPhone are putting on a show for them.
In the new world of communications, you can make your own product modifications. It’s like you are your own brand manager. Take your iPod touch, add a little JAJAH technology, and just like that you have an iPhone.
People are so emotionally involved with the Mac brand that sometimes they jump in and create a symbiotic brand almost as soon as a new Mac product is born. That’s exactly what happened with AirMail, a new protective sleeve for the new MacBook Air.
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