Navigation devices supplier TomTom has its users upload and share content. Routes, icons, voices, colors (for a specific country for example) or warning signs can be shared without a problem (tt). We thus don't just map the world all together, but also what we think about it. By facilitating this, TomTom turns users into employees. In the long run, TomTom won't even be able to survive without the help of all these people. Brands thus become more and more clubs, bringing people together. No brand without people.