Everything you need to know about advertising can be found in a Wesley Snipes movie

There’s an exchange in an early scene of Passenger 57 when a would-be hijacker barges into the cockpit brandishing a gun.

“Who’s in charge?” he asks.

The captain stoically responds, “I am.”

Wrong answer. Blam-blam. “Once again,” the hijacker continues, now addressing the co-pilot. “Who’s in charge?”

“You are,” says the co-pilot.

That pretty much sums it up. Those of us not willing to relinquish control to the consumer will end up as a dead character actor.

Depressing?  Hardly.  It’s actually liberating to give people the power to consume your brand and your message the way they want.  Let them be the media. The co-author. Engage them. They will reward a brand that understands and respects them.

We don’t have the market cornered on talent, ideas and strategic thinking any more. But now, more than ever, it’s up to us to be the true steward of the brand.  Guide the experience, create new places for the brand to live, and fearlessly collaborate with each other and the audience.

I for one think this is going to be a fun ride.