Brands are created by the interaction between the company and the customer and this has been the result of the internet creating the platforms that allow the customer to have their say. (Christodoulides, 2009; Deighton & Kornfeld, 2009) With this power shift, in terms of consumers now appearing to have greater power in the marketing relationship between consumers and companies, personalisation and customisation have become more prominent a feature of both marketing and product/service development (Winer, 2009).