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.

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.

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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:

Explores why many cutting-edge companies are now using co-creation to drive innovation - including Microsoft, which has over 1,200 employees working in the blogosphere to actively engaging with consumers and bring them into the product development arena

Features extensive primary research and global case studies including Kraft, Barclays, Volvo, McDonalds, IBM, Google, Volvic, Jumeirah, Barcelona Football Club, Lego, Camper and Orange

Developed in association with Promise - a London/New York based consultancy who are the world's leading co-creation company

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Book Description Kogan Page Ltd, United Kingdom, 2012. Paperback. Condition: New. Language: English. Brand new 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. Seller Inventory # APC9780749463250

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