Who Owns Your Brand?

"Give customers ownership in your brand." So heard Kristine Kirby Webster, who wrote "Who Owns Your Brand" on MarketingProfs. Sounds similar to what David Weinberger said in a Fast Company article a while back: "The biggest mistake that most companies make is to think that a Web site belongs to them. Companies just don't get it. Individuals believe that the Web belongs to us." I commented then too.
From Kristina:

And in an increasingly automated society, brands that create an emotional relationship with customers stand to gain a great deal: loyalty, profits, brand ambassadors, and even growth.