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


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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Book Description:

A handbook for marketers on co-creating with customers to revitalize a brand

About the Author:

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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Ind, Nicholas; Fuller, Clare; Trevail, Charles
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Book Description Kogan Page 4/15/2012, 2012. Paperback or Softback. Book Condition: New. Brand Together: How Co-Creation Generates Innovation and Re-Energizes Brands. Book. Bookseller Inventory # BBS-9780749463250

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Book Description Kogan Page/Viva Books Private Limited, 2012. Softcover. Book Condition: New. Description: Co-creation is about bringing together the people who have most at stake in a relationship and working collaboratively to find answers and breakthroughs. As a new tool for marketers and brand managers, it is fast becoming a recognized and effective way to drive business growth, and enhance and protect brand reputation. Drawing on case studies including Barclays, Mozilla, Kraft, [yellow tail], Virgin and Danone, this book examines how co-creation can help organizations to innovate and re-energize their relationships with their customers, using both live and online engagement approaches. Brand Together provides valuable insights for marketing and branding professionals, whether they are new to this way of working or looking for ideas to deepen their understanding of the topic. Contents: Part One : Thinking it ? Creating the future together ? Co-creation is participative ? Co-creation is about openness ? Co-creation is empowering ? Co-creation involves the organization ? Conclusion ? A brand of innovation ? The brand as innovation framework ? Co-creation changes the brand ? Conclusion ? Co-creation and the organization ? The rejectors ? The experimenters ? The enthusiasts ? Conclusion ? Part Two : Doing it ? Working together ? A focus on people ? Taking time to build trust ? Learning together ? Build consensus for change ? Conclusion ? The set up ? Getting to the right Final Big Question ? Generating organizational traction ? Designing a co-creation programme ? Conclusion ? Connected individuals ? Understanding motivations ? Creative thinking ? A social environment ? An opportunity to participate ? Conclusion ? The co-creation toolkit ? Discovery ? Ideation ? Development and filtration ? Conclusion ? Branding together with other stakeholders ? Creating together with partners ? Creating together with employees ? Creating together with citizens ? Conclusion ? The results ? Measuring the benefits of co-creation ? The value of customer closeness ? Creating brand value ? Conclusion ? 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 Printed Pages: 184. Bookseller Inventory # 87458

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Book Description Paperback. Book Condition: New. Softcover Book, New Condition, Fast Shipping. Ready in Stock. 1st Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. 184 Pages, Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Bookseller Inventory # 479177

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