Brandjacking is a digital phenomenon where individuals or groups subvert a brand's identity or marketing efforts, often for satirical, political, or critical purposes. In meme culture, this gained massive traction through the subversion of corporate hashtags and the rise of 'impersonator' accounts that expose corporate contradictions or social media blunders. It represents a power shift from centralized brand control to decentralized audience participation. This meme format is typically used to point out corporate hypocrisy, mock tone-deaf advertising campaigns, or celebrate the chaotic energy of the internet when it collectively 'ratios' a brand's attempt at being relatable or trendy.