“This trend, so the thinking goes, allows customers to ‘own’ a brand by creating their own uses and extensions of it… Like all quick-hit trends, [customer-led marketing is) as delicious as the maraschino cherry on top of a sundae; and about as nutritious, too. Taste it, perhaps, but don’t forget the ‘meal,’ no matter how everyday or unglamorous it may seem::providing a simple, basic customer experience.”

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