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Allowing a Brand to 'Live'
By: Kaitlin T. Gallucci
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Yesterday we wondered: how do you build a brand when the user controls the channel? Krispy Kreme is letting go of control. The iconic donut brand is embracing a hands-off approach, allowing consumers more control of the brand through social media and word-of-mouth marketing. Even for such an established brand, it sounds risky.
Chief Marketing Officer Dwayne Chambers is leading the mission; as he explains, “I don't own the brand and the idea that I ever owned the brand is really kind of stupid…The more we try and control it, the less control we really have." His marketing philosophy is to “just allow the brand to live and let it live in those [consumer’s] hearts and minds.” Chambers believes that cutting down on hired agencies and broadcast media allows his department to become more focused.
What do you think of this approach? Crazy, idealistic, brilliant, innovative? Is this a strategy that should only be attempted by an established brand like Krispy Kreme, or could this be an effective way to manage a brand in the age of the consumer?

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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