Brand hijacking

Here is the brand hijack manifesto:

Let go of the fallacy that your brand belongs to you. It belongs to the market.

Co-create your brand by collaborating with your consumers.

Scrap the focus groups, fire the cool chasers and hire your audience.

Facilitate your most influential and passionate consumers in translating your brand's message to a broader audience.

Be patient. Your brand initiative could take years to take off - or weeks.

Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way.

Lose control. Free yourself to seize sudden opportunities that only last for moments.

Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect.

Respect your community. Draw the line between promotion and the adbusting trinity of manipulation, intrusion and co-option.

Let the market hijack your brand.

This is the "marketing without marketing" approach of a group called "Plan B." If you find this interesting, you're likely to enjoy their site, too.