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…mehr
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.
Nicholas Ind is an associate professor at Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and the editorial board of the Journal of Brand Management. He was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together, all published by Kogan Page. Sandra Horlings is a branding and marketing consultant specializing in sustainable business development in a circular economy. Before she founded Wonderwings in 2008, she was a member of the BBDO board in the Netherlands and responsible for Proximity in Amsterdam. Sandra is a guest lecturer and corporate trainer. She is a member of Medinge and a founder of Wereldmarketeers, a Dutch knowledge and inspiration platform for marketers and entrepreneurs on sustainable innovation, endorsed by NIMA, the Dutch Marketing Association.
Inhaltsangabe
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
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
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