- Explores why many cutting-edge companies are now using co-creation to drive innovation - including Microsoft, which has over 1,200 employees working in the blogosphere to actively engaging with consumers and bring them into the product development arena
- Features extensive primary research and global case studies including Kraft, Barclays, Volvo, McDonalds, IBM, Google, Volvic, Jumeirah, Barcelona Football Club, Lego, Camper and Orange
- Developed in association with Promise - a London/New York based consultancy who are the world's leading co-creation company
Brand Together
How Co-Creation Generates Innovation and Re-energizes Brands
Explore the potential in co-creation to use customer and client feedback to develop and encourage buyer engagement, with a view to building sales, developing brand strategy and retaining customers.
Key features at a glance
EAN: 9780749463250
Edition: 1
Published:
Format: 234x157
184 pages
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.
Brand Together demonstrates how to truly intertwine innovation with brand strategy, with expert 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, it provides valuable insights for marketing and branding professionals, and for anyone who wants to grow their business and brand.
About the authors
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 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).
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