This is a guest post from Mitch Joel — President, Twist Image and author of “Six Pixels of Separation.” His new book “CTRL ALT Delete” was released in May 2013. See the original post this is adapted from and more like it on his blog.

How much control does a company really have over their brand?

Never has this question in business been asked more than in the past decade. Technology, the Internet, and social media have been a virtual can of worms for brands that has extended well beyond the marketing department, and has poured over into everything from customer care, business innovation, the reputation of individual leaders within the organization, how a company hires employees, and more.

It’s one of the fundamental reasons why I’m such a massive advocate for marketing to become a horizontal function within the organization instead of its current role as a vertical. We need everyone (from employees to consumers) to understand what the brand is and how the stories are told, because every single one of us has become a media entity unto ourselves.

We can talk about the merits of social media as an engine of engagement and conversation for brands, but the simple truth is that it is nothing more than a public publishing platform. A place where anyone — in text, images, audio, and video — can create content, applications, and communities about anything and everything. It’s free (in terms of cost, not time and attention) and distributed globally for the world to see (also free, if you’re not thinking about your Internet and mobile monthly bills).

While the past fifteen years has brought with it a lot of innovation and depth, we’re seeing how the nuances of the brand have started to shift in more dramatic ways.

What is the face of the brand?

Marketers wonder if there is a structured and prescribed way to dictate the sentiment and actions that we would, ideally, like customers and employees to have when they interact with a brand. What most successful brands still fail to realize is that in an environment of global interconnectivity, humans are also increasingly exposed to newer types of cultures and ways to connect.

This means that newer ideas and ways to connect can be crossbred, much in the same way we’re currently breeding very different kinds of dogs to create newer kinds of dogs (care for a Labradoodle, anyone?) or fruits (hungry for a Grapple? — yes, an apple that tastes like a grape). Brands are quickly starting to feel, understand, and interact with their own little Frankenstein versions of themselves.

What does a crossbreed brand look like?

Imagine waiting in line for the It’s A Small World ride at Disneyland, and suddenly coming across what looks like a Harley Davidson meets Fall Out Boy group of Disney fanatics. Tattoos of good ole Walt Disney on their calves, ripped jean jackets, piercings, patches of Daisy Duck surrounded in gang-like skulls and crossbones, and more.

It may feel like something out of a Tim Burton movie, but you have actually come face to face with the Neverlanders. This group of rag tags are more than 30 strong and were recently featured in an in-depth editorial piece by Vice called, “The Punks Of Disneyland.” It’s a unique story about passionate brand evangelists (the kind of people who visit these properties so much, that they are actually on a first-name basis with the staff and characters) who have taken their love of all things Disney into a dramatic and alternative realm.

This is much bigger than the annual Disney conventions for fans (D23 Expo) and the Neverlanders are not the only exclusive, members-only, social club that roams these parks and resorts (there is Main Street Elite, the Wonderlanders, Jungle Cruisers, and many more).

In the case of the Neverlanders, this group formed through social networking. They began connecting and sharing in spaces like Instagram long before they formalized themselves as an independent social club (some people call them a gang).

What do you think Disney has to say about all of this?

Here’s the official Disney quote from the Vice article about these roaming Disney fan gangs: “We are fortunate to have guests who share such a strong affinity for Disneyland Resort.”

What would you do? What would your brand position be on groups of people who love what you are doing this much, but still run down a much more alternative path than the brand might publicly be comfortable with? Granted, this isn’t the challenge of all brands, but it begs an interesting question: If consumers are actually in control of the brand, and now they have the tools, resources, and connections to do these types of things, what is the brand and what does it really stand for?

It’s not just Disney.

For every legitimate and corporately run group like Jeep’s annual Jeep Jamboree adventure event and meet-up, you have groups like IKEA Hackers.

Formed in May 2006 on a blog, this website is now full of passionate IKEA customers who build their own unique projects by modifying and repurposing IKEA products. They are embellishing and adding their own elbow grease to figure out new and interesting types of furniture that can be built through various pieces of IKEA furniture. So, whether you would like to build your own iPad kiosk or a laundry organizer from standard IKEA kitchen cabinets, the possibilities are now endless. According to the Ikea Hackers website, IKEA does not pay the owner or in any way sanctions or endorses it. It is purely a fan-run website.

It’s a small world, for brands, after all.

Brands now have a deeper optic into what, exactly, their heavy users want. In fact, what these examples demonstrate is that we can often never truly understand what consumers want, and when they do things like hack our products or roam our properties in a way that it was never intended, perhaps brands should be doing a better job of supporting, encouraging, and helping them to be successful.

Instead, most brands are attempting to keep them at arm’s length. Steve Jobs from Apple once famously said: “People don’t know what they want until you show it to them.”

Perhaps, in today’s age of connectivity and social media, brands need to pay attention when the reverse comes true as well.

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About Mitch Joel

Mitch Joel is President of Mirum — an award-winning Digital Marketing and Communications agency. He is also a blogger, podcaster, journalist, speaker, and the author of "Six Pixels of Separation" and "CTRL ALT Delete." Mitch is frequently called upon to be a subject matter expert for BusinessWeek, Fast Company, Marketing Magazine, Profit, Strategy, Money, The Globe & Mail, and many other media outlets.

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