The value of a brand belongs to the market, and not to the company. The company in this sense is a tool to create value for the brand... Brand in this sense - it lives outside the company, not in the company. When I say that the management is not prepared for dealing with the brand, it is because in their mind set they are managing a closed structure that is the company. The brand is an open structure - they don't know how to manage an open structure.
(Ricardo Guimarães in: Groundswell by Li & Bernoff, 2008)
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