The days are past (if they ever existed) when a person, company or brand could tightly control their reputation -- online chatter and spin mean that if you're relevant, there's a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it -- and using it as an impetus to recommit to your values.

Tim Leberecht: 3 ways to (usefully) lose control of your brand

3 ways to (usefully) lose control of your brand

Patagonia's 'Don't Buy This Jacket' campaign transcends traditional marketing, fostering long-term loyalty through shared values.

By embracing unpredictability, companies like Nextpedition innovate customer experience, turning journeys into engaging narratives.

Empowering customers and employees enhances control, as shown by Radiohead's pricing strategy and Microsoft Kinect's hacker embrace.