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Self-expression and collaborative ‘pro-sumption’ in the digital brandscape

ABSTRACT The evolution of the global economy has seen the emergence of a digital market space. The collaborative and expressive nature of interactive media and technology allows users to participate in the production and publication of branded content within digital communities of affinity. This presents increased possibilities for self-expression, as well as unlimited opportunities for participation in determining and influencing brand narratives. The digital brandscape has therefore become a collaborative space where surplus brand value is produced, but also where struggles in terms of power and counter power between brands and brand consumers evolve. Against this background, this conceptual article explores the brand challenges the notion of consumer brand self-expression poses in a collaborative open-source context where brand identity is constantly challenged, and brand narratives are continuously written and rewritten by multiple brand authors. The article concludes that it is important that brands do not navigate these risks by adopting defensive stances, but rather boldly seize the opportunities that these technologies offer for creating new market linkages and for developing customer insights that create innovative brand value and impact, by tapping into opportunities for creative self-expression.