You do not own your brand.
You only think you own your content.
Good content is no longer good enough.
Co-creating value by using a collaborative entertainment model offers new opportunities for media and entertainment companies by aligning the management of the property with the realities of content creation in a digital world.
The collaborative entertainment model creates legal space for fans to contribute to the property, recognizes that customers are a source of competence, and acknowledges that content can sometimes be more valuable when used as advertising for other goods/services.