Kogan Page

Innovation and Best Practice for Business Success

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 ... Expand

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 Conferences


Reviews from Amazon:

"Brand Together guides you along a journey where ...
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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,