Since the advent of the Internet the ability of fans to share brands and shape brands has never been more open. Many are afraid of what it means when fans, clients, detractors and others can have fun with, share, mock, or otherwise talk about a brand.
The E*Trade Babyis a popular character representing the E*trade Brand. With recent turbulence in the marker a funny (yet somewhat crass) version of an E*trade baby commercial was made. E*Trade got it taken down for copyright infringement.