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b'\\u201cYou have to be able to let go.\\u201d As brand builders, we\\u2019re used to being in control of our brands. But that\\u2019s something we have to get over today. Our brands are owned not by us \\u2014 but by our community. Nicole Ertas knows this. That\\u2019s why she helps companies like Wrigley, Johnson & Johnson, and General Mills become what she calls \\u201cFree Range Brands.\\u201d This is also the focus of her new book. We spoke about all of this and more on this week\\u2019s On Brand podcast.\\nAbout\\xa0Nicole Ertas\\nNicole Ertas is a recognized global brand strategist, best-selling author, and speaker who has helped build many of the world\\u2019s finest and most powerful brands. Her thinking has been embraced by companies such as Beam Suntory, Wrigley, SC Johnson, Mike\\u2019s Hard Lemonade, Johnson & Johnson, General Mills, Con Agra, Kraft, and Nestle.\\nNicole\\u2019s success in global innovation and brand leadership gained her recognition in Forbes, The New York Times and selected to be one of Crain\\u2019s Chicago \\u201c40 Under 40.\\u201d\\nBased in Chicago, she and her team transform brands and cultures and train business teams to become Free Range Thinkers to thrive in the age of unpredictability.\\nFree Range Brands is available on Amazon or you can sign up for free tips and tricks on how to Build a Free Range Brand at www.freerangebrands.com.\\nEpisode Highlights\\nSo what is a Free Range Thinker and a Free Range Brand? \\u201cIt\\u2019s preparing for unpredictability. You have to be able to let go today.\\u201d We\\u2019re not in control of the ecosystem in which our brands exist today. \\u201cThe old way simply isn\\u2019t working anymore.\\u201d\\nHow do you create a Free Range Brand? \\u201cThere are two very distinct objectives \\u2014 authenticity and relevancy. And sometimes these are at odds with each other as authenticity is very static. Today you also have to be a part of what\\u2019s going on in the world around you.\\u201d\\nSo who is an example of a Free Range Brand? \\u201cTo see this you can ask yourself, \\u2018Who is the hero of the (brand) story?\\u2019\\u201d Traditionally, it\\u2019s been the brand. Not so, anymore. \\u201cYou have to make your community the hero of your story.\\u201d Ertas advises brands to create multiple \\u201centry points\\u201d for accessing the brand story.\\nTaco Bell is a Free Range Brand. They\\u2019ve used their 7,000 stores to create a \\u201ccult of food.\\u201d They understand something else that\\u2019s important for brands to have \\u2014 a brand purpose.\\nWhat brand has made Nicole smile recently? \\u201cDollar Shave Club\\u2019s \\u2018Butter Safe Than Sorry\\u2019 campaign. I love brands that are spot on with who they are. There are some \\u2026 suggestive fruit arrangements.\\u201d You can see for yourself below.\\nTo learn more, go to freerangebrands.com or follow @freerangebrands on Twitter.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'