Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

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9780749463250: Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands
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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.

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Review:

"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

Book Description:

Published in association with Promise - a London/Washington based consultancy who are the world's leading co-creation company.

Based on primary research and case studies from Scandinavia, UK, USA, Holland and Spain, including Kraft, Barclays, Volvo, McDonalds, IBM, Google, Volvic, Jumeirah, Barcelona Football Club, Lego, Camper and Orange.

Many cutting edge companies are using co-creation to drive innovation - for example, Microsoft has over 1,200 employees working in the blogosphere who are actively engaging with consumers and bringing them into the product development arena.

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