Brand Together: How Co-creation Generates and Re-energizes Brands
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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.
Nicholas Ind, Clare Fuller, Charles Trevail