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ISBN:
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9780749463267
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Edition:
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Authors:
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Format:
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All Ebooks
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Pages:
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184
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Trim, ins/illus:
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6 x 9
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Pub Date:
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4/15/2012
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Pub Year:
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2012
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Brand Together
How Co-Creation Generates Innovation and Re-energizes Brands
About the Book
A new tool for marketers and brand managers, co-creation is fast becoming a recognized and effective way to drive business growth and enhance and protect brand reputation. Brand Together shows how to involve all stakeholders - employees, clients and customers - in the process of co-creation and innovation to enable the brand to succeed in the new world of customer engagement and participation. It shows how to intertwine creativity with brand strategy and provides practical guidance on how to co-create with customers from a brand perspective. Based on interviews with 20 managers from around the world and insights from 236 members of a unique online community created specifically for this book, Brand Together is an example of co-creation itself. Author and consultant Nicholas Ind, along with Clare Fuller and Charles Trevail, pioneers of co-creation in branding, offer valuable insights for marketing and branding professionals and for individuals who want to grow their business and their brand. Case studies and examples are numerous and include Kraft Foods, McDonald's, IBM, Google and Lego.
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About the Book
A new tool for marketers and brand managers, co-creation is fast becoming a recognized and effective way to drive business growth and enhance and protect brand reputation. Brand Together shows how to involve all stakeholders - employees, clients and customers - in the process of co-creation and innovation to enable the brand to succeed in the new world of customer engagement and participation. It shows how to intertwine creativity with brand strategy and provides practical guidance ...
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Authors / Editors
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and strategy + business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand and Beyond Branding (both published by Kogan Page).
Clare Fuller is currently a member of the team at Promise - a London/New York-based consultancy who are the world's leading co-creation company. Their impressive client list includes Ernst & Young, ITV, McDonald's New Labour, Dubai government, Visa Europe, AstraZeneca, Hilton and Barclays. 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 organizations 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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Authors / Editors
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and strategy + business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand and Beyond Branding (both published by Kogan Page).
Clare Fuller is currently a member of the team at Promise - a London/New York-based consultancy who are the world's leading co-creation company. Their impressive client list includes Ernst ...
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Press Coverage
"If you plan to use the input from your customers, employees and shareholders in your brand building process, the book makes for a very good read." -- Branduniq"...a well-organized and scrupulously researched work...Every brand manager should find the wisdom and guidance they need to make the most effective use of co-creation in this excellent book." --Foreword Reviews
Nicholas Ind video as Editor's Choice on DMI ConferencesReviews from Amazon:
"Brand Together guides you along a journey where you can't help but want to start practicing co-creation right away...It's inspiring to read a book that breaks current paradigms and instills a way of looking at the world in a new light."
Press Coverage
"If you plan to use the input from your customers, employees and shareholders in your brand building process, the book makes for a very good read." -- Branduniq"...a well-organized and scrupulously researched work...Every brand manager should find the wisdom and guidance they need to make the most effective use of co-creation in this excellent book." --Foreword Reviews
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Table of Contents
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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Table of Contents
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 ...
Expand
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Brand Together, Brand Together, 0749463252, 0-7494-6325-2, 978-0-7494-6325-0, 9780749463250, , , Brand Together, 0749463260, 0-7494-6326-0, 978-0-7494-6326-7, 9780749463267,
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