The focus in this chapter is on addressing the evolving power dynamics in brand–consumer relationships within the cultural landscape, underscoring the role of brands as both landmarks and co-creators of cultural narratives with consumers. It challenges the effectiveness of top-down approaches in altering behavioural norms, suggesting instead that brands must adapt to the consumer’s role in co-authoring brand identity. It emphasises that brands symbolise aspects of self that consumers constantly negotiate, seeking alignment between their self-identity and self-projection.

This negotiation occurs within a complex cultural landscape where brands must be both visible and adaptable to maintain their relevance and position. The narrative structures that brands establish are pivotal, serving as paths that guide consumers towards or away from brands, thus shaping the brand’s role and visibility in the cultural landscape. This chapter encourages brands to understand and leverage their symbolic capital, develop clear narrative structures, and foster consumer co-ownership to become and remain landmarks within the cultural landscape amidst constant shifts in consumer power and cultural contexts.