You think you own your brand. You have the illusion of control.
For your brand to grow, you need to connect with your consumers. To connect you need to cede control.
Your brand is given nicknames by your consumers. They tattoo it on body parts your mom should never know. They post it on walls associating it with words you never want your kids to hear. They eat it the way you never intended. And use it ways you never conjured in your creative labs.
Your consumers have more liberty to do to your brand than you as a marketer.