The decision making structure of DEWmocracy 2.0 and DEW labs is set up to give control to the consumer fan base. However, that power is checked by the brand team and brand manager. Consumers are given a palette of choices, all of which produce acceptable outcomes. That way, they feel like they had a say in the product (which is true), the marketing team gets to draw on the communities creativity for free, and the risk of wild fans producing a product that is a financial failure is kept small. Further, word of mounth advertising through the social network is accelerated by excited fans who have a sense of ownership in the product they helped to create.
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