{"id":49909,"date":"2026-04-20T15:40:16","date_gmt":"2026-04-20T15:40:16","guid":{"rendered":"https:\/\/digitionary.com\/glossary\/consumer-brand-2\/"},"modified":"2026-04-20T17:12:08","modified_gmt":"2026-04-20T17:12:08","slug":"consumer-brand-2","status":"publish","type":"glossary","link":"https:\/\/digitionary.com\/en\/glossary\/consumer-brand-2\/","title":{"rendered":"Consumer brand"},"content":{"rendered":"\n<p>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},"excerpt":{"rendered":"<p>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. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","meta":{"wds_primary_glossary-categories":0,"footnotes":""},"glossary-categories":[78],"glossary-tags":[],"class_list":["post-49909","glossary","type-glossary","status-publish","hentry","glossary-categories-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary\/49909","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"author":[{"embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary\/49909\/revisions"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=49909"}],"wp:term":[{"taxonomy":"glossary-categories","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary-categories?post=49909"},{"taxonomy":"glossary-tags","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary-tags?post=49909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}