Brand Together

by Ind, Nicholas; Fuller, Clare; Trevail, Charles

• ISBN13: 9780749463250
• ISBN10: 0749463252
• Format: Paperback
• Copyright: 2012-04-15
• Publisher: Kogan Page Ltd

Summary

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 Togethershows 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 truly intertwine innovation with brand strategy, while providing guidance on how to co-create with customers from a brand perspective. Drawing on case studies on companies such as Kraft, McDonalds, IBM, Google and Lego, Brand Togetherwill provide valuable insights for marketing and branding professionals and for individuals who want to grow their business and their brand.

Table of Contents

Acknowledgements	p. vii
Introduction	p. 1
Thinking it	p. 5
Creating the future together	p. 7
Co-creation is participative	p. 9
Co-creation is about openness	p. 11
Co-creation is empowering	p. 14
Co-creation involves the organization	p. 17
Conclusion	p. 18
A brand of innovation	p. 21
The brand as innovation framework	p. 23
Co-creation changes the brand	p. 26
Conclusion	p. 33
Co-creation and the organization	p. 35
The rejectors	p. 36
The experimenters	p. 40
The enthusiasts	p. 43
Conclusion	p. 46
Doing it	p. 49
Working together	p. 53
A focus on people	p. 54
Taking time to build trust	p. 57
Learning together	p. 61
Build concensus for change	p. 63
Conclusion	p. 64
The set up	p. 67
Getting to the right Final Big Question	p. 68
Generating organizational traction	p. 71
Designing a co-creation programme	p. 73
Conclusion	p. 80
Connected individuals	p. 81
Understanding motivations	p. 82
Creative thinking	p. 84
A social environment	p. 88
An opportunity to participate	p. 90
Conclusion	p. 95
The co-creation toolkit	p. 99
Discovery	p. 102
Ideation	p. 105
Development and filtration	p. 111
Conclusion	p. 117
Branding together with other stakeholders	p. 121
Creating together with partners	p. 123
Creating together with employees	p. 125
Creating together with citizens	p. 129
Conclusion	p. 137
The results	p. 139
Measuring the benefits of co-creation	p. 141
The value of customer closeness	p. 144
Creating brand value	p. 147
Conclusion	p. 151
Five key questions	p. 153
What's co-creation for?	p. 153
Who is involved?	p. 154
How to manage?	p. 155
How to reward?	p. 156
What are the limitations of co-creation?	p. 157
And finally	p. 161
Bibliography	p. 165
Index	p. 169
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