One of our current projects is with a client with a reputation of being extremely protective of their brand. They know the value of having customers distribute their brand message yet they’re struggling with the lack of control that entails. Heisenberg’s Uncertainty Principle rearing it’s ugly head.

This is the same dilemma political candidates had this election season. Do you:

1. control your message
2. make your message easy to distribute

I lean on the side of distribution. Customers or constituents will mold your brand into what they want anyway – best you can do is help them.

For more on this dilemma, I highly recommend listening to the Election 2004 session recently held at BloggerCon.