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Brand Together

Brand Together

How Co-Creation Generates Innovation and Re-energizes Brands

Nicholas Ind, Clare Fuller, Charles Trevail


Brand Together highlights the potential in co-creation to use customer and client input and feedback to develop and encourage buyer engagement, with a view to building sales, developing brand strategy and retaining customers.

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About the book

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 will show you 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 will show you how to truly intertwine innovation with brand strategy, whilst providing guidance on how to co-create with customers from a brand perspective. Drawing on case studies including Barclays, Mozilla, [yellow tail], Kraft Foods, Virgin Media and Danone. Brand Together will provide valuable insights for marketing and branding professionals and for anyone who wants to grow their business and their brand.

Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: Thinking it;
    • Chapter - 01: Creating the future together;
    • Chapter - 02: A brand of innovation;
    • Chapter - 03: Co-creation and the organization;
  • Section - TWO: Doing it;
    • Chapter - 04: Working together;
    • Chapter - 05: The set up;
    • Chapter - 06: Connected individuals;
    • Chapter - 07: The co-creation toolkit;
    • Chapter - 08: Branding together with other stakeholders;
    • Chapter - 09: The results;
    • Chapter - 10: Five key questions

Book Details

  • EAN: 9780749463250
  • Edition: 1
  • Published: 3rd March 2012
  • Paperback
  • Format: 234x157
  • 184 pages

About the Author

Nicholas Ind is an established author, consultant and academic. He writes for business journals (including Brand Management, Strategy and Business), teaches at the Oslo School of Management (on Branding and Innovation) and is a visiting professor at ESADE in Barcelona and napier University, Edinburgh. He is also the author of Living the Brand (published by Kogan Page), and he developed this book with Charles Trevail and Clare Fuller from Promise - a London/New York-based consultancy who are the world's leading co-creation company.

Nicholas Ind

Clare Fuller

Charles Trevail