Open sauce or open source

I've been chatting to a friend of mine recently and he mooted the concept of "open source brands" - the idea launching half a brand, and then letting the consumers shape the rest.

I like this idea, and think it isn't necessarily any different from brand participation, but is does in fact sit highly up the famous 7 participation levels around the concepts of "collaboration" and "empowerment".

I also think it's not a million miles away from what already happens these days when a company launches a new product or brand, as the brand will always change when it's out in the open amongst consumers. I suppose the difference is about "mind set" and vision. Companies need to be aware that before a brand is like a new born child that once out in the big bad world can / will change immeasurably.

I think this whole sauce thing needs more thought, and I'm too cold (and hungry) to think right now!