The development of technology has resulted in an increased use of Internet and social media (Wind, 2008). Online channels of communication allow consumers to express their opinions of brands and reach out to a great amount of people (Duffy & Tarnovskaya 2016b). Consumers have gained power, which companies need to understand and adapt to when marketing. Empowered consumers have become co-creators, co-producers and co-marketers (Wind, 2008). The new way of marketing has raised the question of how much companies can control their brands today? The company Fjällräven is presented as an example of how empowered consumers can change the image of a brand. The brand Fjällräven is perceived differently among consumers from how the company communicates it (Näslund, 2013). This highlights the importance for companies to adapt to the new trends and rules of marketing.