• by Joe Mandese  @mp_joemandese, September 22, 2009

In conclusion, Dunkin’ Donuts brand chief Frances Allen said marketers like her are no longer in charge of their brands â€" their consumers are.

“Customers will decide what our brand is about. And there is nothing we can do about it. And that is a very liberating thing,” she said, adding. “In the end, you can’t control it. And that’s the beauty of social media.”

“And that means marketers have to let go â€" a little,” she concluded.