Rules of Content: Recombinant

Able to be remixed by consumers – the less control a brand exercises over its content creation and distribution the more credibility and trust it engenders.

Lucasfilm recently forced the Ain’t it Cool News (AICN) movie review site to withdraw a scathing review of its animated film ‘Star Wars: The Clone Wars.’ But the review was ‘re-published’ on other sites except this time with the addition of commentary on the ‘craven actions’ of both Lucasfilm and AICN, damaging both brands.

Source: Faris Yakob