Synopses & Reviews
A new tool for marketers and brand managers, co-creation is fast becoming a recognized and effective way to drive business growth and enhance and protect brand reputation.
Brand Together shows how to involve all stakeholders - employees, clients and customers - in the process of co-creation and innovation to enable the brand to succeed in the new world of customer engagement and participation. It shows how to intertwine creativity with brand strategy and provides practical guidance on how to co-create with customers from a brand perspective.
Based on interviews with 20 managers from around the world and insights from 236 members of a unique online community created specifically for this book, Brand Together is an example of co-creation itself.
Author and consultant Nicholas Ind, along with Clare Fuller and Charles Trevail, pioneers of co-creation in branding, offer valuable insights for marketing and branding professionals and for individuals who want to grow their business and their brand. Case studies and examples are numerous and include Kraft Foods, McDonald's, IBM, Google and Lego.
Review
"If you plan to use the input from your customers, employees and shareholders in your brand building process, the book makes for a very good read." --Branduniq
Review
Marketing professionals, brand managers, brand owners, senior executives, branding and innovation consultants, research professionals and insight managers, post-graduate business and marketing students"If you plan to use the input from your customers, employees and shareholders in your brand building process, the book makes for a very good read." --Branduniq
"[A] well-organized and scrupulously researched work...Every brand manager should find the wisdom and guidance they need to make the most effective use of co-creation in this excellent book."
--Foreword Reviews
Synopsis
Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment.
Brand Together shows how to involve all stakeholders in the process of creativity - providing inspiration on how to revitalize brands and enable them to succeed in the new world of customer engagement and participation. It shows how to intertwine innovation with brand strategy and provides guidance on how to co-create with customers from a brand perspective.
Drawing on case studies on companies such as Kraft, McDonald's, IBM, Google and Lego, Brand Together offers valuable insights for marketing and branding professionals and for individuals who want to grow their business and their brand.
Synopsis
- Published in association with Promise, one of the leading co-creation companies with offices in Washington DC and London UK. Their client list includes Ernst & Young, Prudential, the Dubai government, Visa Europe, AstraZeneca, and Hilton.
- Based on primary research and case studies from international companies with locations in the US, Scandinavia, UK, Holland and Spain, such as Kraft, Barclays, Volvo, McDonald's, IBM, Google, Barcelona Football Club and Lego
About the Author
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).Clare Fuller is currently a member of the team at Promise - a London/New York-based consultancy who are the world's leading co-creation company. Their impressive client list includes Ernst & Young, ITV, McDonald's New Labour, Dubai government, Visa Europe, AstraZeneca, Hilton and Barclays. Charles Trevail is CEO at Promise and has been a leader in the consulting world for the past 20 years. Founded in 2003, Promise has become a leading consultancy helping brands grow through brand management and innovation. Charles has advised a number of organizations internationally including British Airways, BMW, Volkswagon Group, McDonalds, Etihad, Hilton, telefonica and Visa, as well as advising a number of national governments, political leaders and their parties.
Table of Contents
Introduction
Part One Thinking it
1. Creating the future together
Co-creation is participative
Co-creation is about openness
Co-creation is empowering
Co-creation involves the organizations
Conclusion
2. A brand of innovation
The brand as innovation framework
Co-creation changes the brand
Conclusion
3. Co-creation and the organization
The rejectors
The experimenters
Conclusion
Part Two Doing it
4. Working together
A focus on people
Taking time to build trust
Learning together
Build consensus for change
Conclusion
5. The set up
Getting to the right Final Big Question
Generating organizational traction
Designing a co-creation program
Conclusion
6. Connected individuals
Understanding motivations
Creative thinking
A social environment
An opportunity to participate
Conclusion
7. The co-creation toolkit
Discovery
Ideation
Development and filtration
Conclusion
8. Branding together with other stakeholders
Creating together with partners
Creating together with employees
Creating together with citizens
Conclusion
9. The results Measuring the benefits of co-creation
The value of customer closeness
Creating brand value
Conclusion
10. 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