Even now, the consumer-created brand is starting to rapidly move down the product chain. German consumers can make their own cereal from 75 organic ingredients at mymuesli.com. American consumers can create a tissue box with their own personal photographic image on it for as little as US$ 4.99 at mykleenextissue.com. M&Ms can be customized at mymms.com —even a company’s logo can be added to each tiny candy.

Perhaps the most uniquely personal brand available today is “My DNA Fragrance,” which creates a customized perfume based on a human DNA profile (Cost: US$ 134.99). The consumer uses a DNA home collection kit to provide the company with a DNA sample. “With more than 30,000 designer fragrances on the market, My DNA Fragrance assures that no two people will ever smell alike again,” says the company.

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