This document discusses brand jacking, which is when an organization hijacks another brand's identity for their own purposes. It notes that Greenpeace successfully jacked Lego's brand to pressure them to end a partnership with Shell. Brand jacking works well in the digital age when consumers want an intense connection. However, social media companies are moving to a paid model, which could reduce fake paid advertising and brand jacking. The document also discusses how brands struggle to control the fallout when they are brand jacked and lose revenue, credibility, and customer trust.