Way back when (circa the late 20th century), companies could spoon-feed their brands straight to the mouths (and pockets) of consumers via the mass media machine. But gone are
the days of yore. Now consumers feed themselves, and companies have very little say in the plat du jour. In fact, if companies and their communications representatives aren't
careful, their once-sturdy brand identities will spoil as quickly as week-old milk, and the leftovers are never a pretty sight.