By Nicholas Ind
A new instrument for retailers and model managers, co-creation is speedy turning into a famous and powerful option to force company progress and improve and shield model attractiveness. Brand Together indicates the way to contain all stakeholders - staff, consumers and buyers - within the means of co-creation and innovation to let the emblem to reach the recent global of shopper engagement and participation. It indicates find out how to intertwine creativity with model technique and offers sensible information on how you can co-create with consumers from a model perspective.
Based on interviews with 20 managers from worldwide and insights from 236 individuals of a different on-line neighborhood created in particular for this booklet, Brand Together is an instance of co-creation itself.
Author and advisor Nicholas Ind, besides Clare Fuller and Charles Trevail, pioneers of co-creation in branding, provide useful insights for advertising and marketing and branding execs and for those who are looking to develop their company and their model. Case experiences and examples are a variety of and contain Kraft meals, McDonald's, IBM, Google and Lego.
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Extra info for Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands
Example text
This emphasis is important, for while the Internet and the emergence of social media is a facilitator of customer closeness, it is not a prerequisite. Indeed, while the online world does enable the organization and the individual to become close, it also has the potential to increase the distance. We no longer need to seek out the organization for dialogue or answers to questions but rather we can talk to friends, community members and mediators that exist beyond the boundaries – and perhaps influence – of the organization.
Indd 23 05/12/11 3:43 PM 24 Thinking It Orange’s five stated behavioural values Refreshing Orange is bright and cheerful. Orange aims to liberate people from the constraints of yesterday’s technology, providing them with fair, user-friendly products and services, wherever, whenever and however they want to use them. Honest Orange is completely transparent, with clear communications that cut through market confusion. Straightforward Orange makes things easier by using simple language and no jargon.
For example, at the beginning Adobe had to sense and guess its way to realizing its potential. It found out what worked by doing, learning and adapting, which sounds rather like co-creation. And in a sense it is, but PARC and its protégés only began to co-create right at the end of the process after they had made several wrong turns. Ideally, co-creation involves stakeholders earlier in the process when questions and possibilities are still open. Then people can give input that can shape a product and reduce risk through involvement in prototyping and product testing.