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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.
Out of stock
EAN: 9780749463250
Edition: 1
Published:
Paperback
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

Clare Fuller

Clare Fuller has worked as a brand consultant for more than 20 years. She helped co-found Promise in 2003, with the goal of harnessing the voice and energies of consumers more effectively in the brand-building process. Her clients have included FirstDirect, Visa, Kraft, Virgin, O2, AstraZeneca and Barclays. She has an MBA from the London Business School, as well as a Maths degree.

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Charles Trevail

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 blue-chip organisations 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.

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Nicholas Ind

Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management.

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