| |
Co-creation is about bringing together the people who have most at stake in a relationship and working collaboratively to find answers and breakthroughs. As a new tool for marketers and brand managers, it is fast becoming a recognized and effective way to drive business growth, and enhance and protect brand reputation.
Drawing on case studies including Barclays, Mozilla, Kraft, [yellow tail], Virgin and Danone, this book examines how co-creation can help organizations to innovate and re-energize their relationships with their customers, using both live and online engagement approaches.
Brand Together provides valuable insights for marketing and branding professionals, whether they are new to this way of working or looking for ideas to deepen their understanding of the topic.
Contents: Part One : Thinking it • Creating the future together • Co-creation is participative • Co-creation is about openness • Co-creation is empowering • Co-creation involves the organization • Conclusion • A brand of innovation • The brand as innovation framework • Co-creation changes the brand • Conclusion • Co-creation and the organization • The rejectors • The experimenters • The enthusiasts • Conclusion • Part Two : Doing it • Working together • A focus on people • Taking time to build trust • Learning together • Build consensus for change • Conclusion • The set up • Getting to the right Final Big Question • Generating organizational traction • Designing a co-creation programme • Conclusion • Connected individuals • Understanding motivations • Creative thinking • A social environment • An opportunity to participate • Conclusion • The co-creation toolkit • Discovery • Ideation • Development and filtration • Conclusion • Branding together with other stakeholders • Creating together with partners • Creating together with employees • Creating together with citizens • Conclusion • The results • Measuring the benefits of co-creation • The value of customer closeness • Creating brand value • Conclusion • Five key questions • What’s co-creation for? • Who is involved? • How to manage? • How to reward? • What are the limitations of co-creation ? • And finally
ISBN - 9780749463250
|
| |
Pages : 184
|