Open source branding is an emerging phenomenon. Spurred, in part, by the importance of the internet and dominance of social media, the principle behind it is quite simple- create free, open source software and submit it to public source code management and version control sites. From there, developers use it to create a totally different product, as long as its license permits, thereby causing wide market adoption. The open source branding strategy is a unique twist on brand development. As Scott Cook, co-founder of Intuit says: A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.