story about a consumer generated TV spot for Toyota in Australia.
Consumers may know your brand. Consumers may love your brand. And if it's really well managed, consumers will feel your brand's promise at a visceral level. That doesn't mean they're qualified to create advertising that is consistent with your brand's vision and goals. And, just because it's produced for a contest in Australia doesn't mean it won't be seen around the world.
There's more opportunity than ever for consumers to spread the word both positively and negatively about your brand. That doesn't mean, however, you should cede control of every message. Bill Bernbach had it right when he said, "We are so busy measuring public opinion that we forget we can mold it."