{"id":160209,"date":"2026-06-10T16:48:33","date_gmt":"2026-06-10T16:48:33","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/consumer-brand-2\/"},"modified":"2026-06-10T17:58:42","modified_gmt":"2026-06-10T17:58:42","slug":"consumer-brand-2","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/consumer-brand-2\/","title":{"rendered":"Consumer brand"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The concept of consumer brands goes beyond simple consumption, allowing consumers to play an active role in creating and owning a brand and its products. In France, this innovative approach was initiated by the &#8220;C&#8217;est qui le patron&#8221; (Who&#8217;s the Boss?) project, which began by launching a milk product in supermarkets before diversifying its offerings. This concept involves direct consumer participation, as they can become &#8220;owners&#8221; by purchasing shares. A detailed report on this visionary initiative is available.<\/p>\n","protected":false},"template":"","categories-glossary":[308],"class_list":["post-160209","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/160209","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=160209"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=160209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}