Brand Together : How Co-Creation Generates Innovation and Re-Energizes Brands
Brand Together : How Co-Creation Generates Innovation and Re-Energizes Brands
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Author(s): Ind, Nicholas
ISBN No.: 9780749463250
Pages: 184
Year: 201203
Format: Trade Paper
Price: $ 57.95
Status: Out Of Print

Introduction Part One Thinking it 1. Creating the future together Co-creation is participative Co-creation is about openness Co-creation is empowering Co-creation involves the organizations Conclusion 2. A brand of innovation The brand as innovation framework Co-creation changes the brand Conclusion 3. Co-creation and the organization The rejectors The experimenters Conclusion Part Two Doing it 4. Working together A focus on people Taking time to build trust Learning together Build consensus for change Conclusion 5. The set up Getting to the right Final Big Question Generating organizational traction Designing a co-creation program Conclusion 6. Connected individuals Understanding motivations Creative thinking A social environment An opportunity to participate Conclusion 7. The co-creation toolkit Discovery Ideation Development and filtration Conclusion 8.


Branding together with other stakeholders Creating together with partners Creating together with employees Creating together with citizens Conclusion 9. The results Measuring the benefits of co-creation The value of customer closeness Creating brand value Conclusion 10. 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.


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