I invite readers to check out this great commentary by Jonathan Salem Baskin on the culture jamming of brands.
To summarize, Baskin suggests that marketers should be challenged to "to think of brands as elements within narratives, not owners of them. Brands don’t have conversations with consumers, but rather are talked about among them."
Naturally, taking this approach would drastically change the strategy and tactics of a brand. The entire piece can be read here and I encourage you to do so.