The brand is not controllable. The brand is exclusively negotiable. Those who, like economic organizations, want to participate as full-fledged actors in the important societal conversations of today and tomorrow and take on a leading social position and role must learn to accept that economic actors have far less influence on the specific design of a brand and the formation of opinions and sentiments than is commonly assumed. The negotiation paradigm offers a unique shift in perspective from traditional brand thinking and management: here, the brand is not a marketing tool. The brand emerges in the dynamically emergent processes of societal significance negotiations. These can only be influenced by the economic organization if it has a strategic and operational access to them.