Brand together: How companies use online co-creation to guide the branding process
•
1 gefällt mir•860 views
Presented at the Transform Conference 10/2011 in London. 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, will share their experiences of what has worked well – and what hasn’t. They will also leave you with five golden rules that will apply to any co-creative branding process that is facilitated online.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie Brand together: How companies use online co-creation to guide the branding process
Ähnlich wie Brand together: How companies use online co-creation to guide the branding process (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Brand together: How companies use online co-creation to guide the branding process
- 1. Brand together: How companies use online co- creation to guide the branding process Felix Koch – Consultancy Director Promise Communities
- 2. Introduction to co-creation 5 rules when using co-creation in branding Q&A
- 3. Insight Innovation Brand Strategy
- 5. Company/ Consumer/ organisation stakeholder permeable co-creative boundaries spaces
- 7. Co-creating Kraft’s new ‘mission, vision and values’ together with 4k employees in 4 months
- 8. Engaging 200 consumers as brand guardians to develop a new brand positioning for Redstripe
- 9. Introduction to co-creation 5 rules when using co-creation in branding Q&A
- 11. It became clear that increased buy-in and a de- risked launch were the biggest benefits for Kraft:
- 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?
- 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
- 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!
- 19. Diageo chose a brand positioning that was not the favourite of the community – we explained why
- 21. Thank you.