Last week I wrote about how companies were embracing the idea of consumer-generated content - provided of course that they were able to define the sandbox and toys with which consumers could create said content. Add Coke to that list. They've invited visitors to their website to take part in "The Coke Show", which invites people to submit videos not only about Coke but which showcase their "essence," a word with disturbing meaning if you've ever watched Dr. Strangelove. The videos will be voted on by other videos and then a panel of professional filmmakers will judge the best of the best.

Mack Collier sums up the "against it before they could control it" nature of Coke's apparent attitude toward consumer-generated content. The company wasn't exactly thrilled with the recent video sensation of geysers of Diet Coke being created by dropping Mentos into 2-liter jugs. They labeled the experiment "amusing" but derided it for not really fitting in with the brand identity they were trying to create. But now they've built their own area where they can ostensibly control the goings-on and all of a sudden they're encouraging this activity.

It would be important for Coke - and all other companies - to realize the extent to which they are no longer in control of their brand identity. A corporate reputation is no longer defined by the official marketing messages being produced, but by the first page of results of a Google search for that brand name. Letting go of a bit of control can be a good thing, as long as you realize that you can't define the extent to which people are going to be discussing your brand. You can engage and participate in the discussion but not control it.