What is positive brandjacking?

The utilization of segments of the public not originally contemplated in the brand approach to create an opening into new markets, accepting them to the extent that they can determine its evolution.

In theory, the inclusion of demand can facilitate the correction of strategic errors, and ensure the brand acquire its ideal position in a natural manner; but that can only happen when such dictates are based on respect for the brand identity.

Such participatory phenomena can be exploited as beneficial marketing strategies for the brand, due to the credibility placed on spontaneous testimony by the market.

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