This stage marks the change to postmodern marketing. Here, the brand has a complex identity and there are many points of contact between the consumer and the brand. Because the brand equals the company, all stakeholders must perceive the brand mean company in the same fashion. The companies can no longer present one image to the media and another to stockholders or consumers. Communications from the firm must be integrated throughout all of their operations. Communication is not, however, unidirectional. It flows from the consumer to the firm as well as from the firm to the consumer so that a dialog is established between the two. Consumers become more actively involved in the brand creation process. They are willing to interact with the product or service in order to create additional value.
Few companies to date have entered this stage of brand as a policy which is distinguished by an alignment of company with ethical, social and political causes. Before leaping into this stage, firms have to consider both the risks and their credibility as brand as company. The primary risk is isolate consumers who do not like the firm’s standpoint.