Brand together: how companies use digital tools (such as online co-creation) to guide the branding process
What are the benefits of co-creating your brand strategy with your stakeholders? What works and what doesn’t? Drawing on their work with Diageo, Volvic and Kraft, Promise Communities, the online division of the co-creation consultancy Promise, share their experiences of what has worked well – and what hasn't.
Felix Koch, Promise Communities, consultancy director
11. It became clear that increased buy-in and a de-
risked launch were the biggest benefits for Kraft:
12.
13. 1. 2.
What three things do you hate What would the ideal Kraft look
about Kraft? like?
Why is this project going to fail? What should Kraft stand for?
14.
15. Let consumers into your world and they will pay
you back ten-fold.
I was amazed at the level of engagement that the
community had with the project, we had several
hundred consultants working for close to free!
The community obviously enjoyed working on
the project as when we closed it down there were
numerous people that were sad to see it end!
Nick Britton
Senior Brand Manager, Volvic
16.
17. Traditionally consumer feedback is only sought at
the end – Redstripe benefited from many iterations
What should the new This is the
positioning be?! new campaign!
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19. Diageo chose a brand positioning that was not the
favourite of the community – we explained why